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In order to get the audience to Change, we need to give them examples of the Action in a format that they can relate to. The three that work best are process, category, and criteria.

For process, give your audience a series of steps to take, in order. For categories, you show the areas where the change can apply: to your sales, marketing, etc. Criteria, unlike process, is things that don’t have to happen in order but have to be there for the Change to happen