Seductiveness
As humans, we’re wired to savor anticipation. People are often happier planning a vacation than they are after taking one. You can generate a similar reaction by winding up people’s curiosity for what’s to come.
So start a report with a question. Pose your customer problem as a conundrum. Position your product development work as solving a mystery. Put readers in a state of uncertainty so that you can then lead them to something better.
