The amount of information we deal with everyday can be overwhelming. How do we separate the important from the unimportant; the necessary from the unnecessary?Technology can help filter, channel, and organize the “flood” but in the end, it is the composition of the message that cuts through and is seen and acted upon.For the last fifteen years I have been helping individuals and organizations develop and deliver targeted messages based on:1. Understanding the audience (WHY is this important to them)2. Creating a story (All effective messages are storytelling)3. Defining format, timing, context, scale, and scopeFollowing these steps is more art than science; it requires experienced sensitivity to the audience and what is meaningful to them.I believe the only message that is important is the message that is seen and acted upon.