1. Clarity. ‘It’s lucid, coherent, clear. It cuts through complexity, a welcome respite in a hazy, dazy world. It’s not vague and - as is too often the case - counter-intuitive and counter-indicative
2. Congruency. ‘It lines up with what people want, it’s in harmony with what people need, it’s super relevant.’
3. Consistency. ‘It provides agreement, compatibility and (this is the kicker) reassurance.’
Without these, we don’t have trust.