The single most important observation is that the objective of communication is not the transmission, but the reception. The whole preparation, presentation and content of a speech must therefore be geared not to the speaker but to the audience. The presentation of a perfect project plan is a failure if the audience do not understand or are not persuaded of its merits. A customers' tour is a waste of time if they leave without realizing the full worth of your product. The objective of communication is to make your message understood and remembered.

Gerard M Blair