“you’d see it was obvious.”
This is the foundation of the rational pitch, of the fact-based marketing campaign.
1. Can you teach us what you know?
2. Once we know what you know, will we actually think it’s obvious, or is this also a matter of belief or worldview?
It’s a very different thing to say, “If you believe what I believe, then this path would be obvious…” because getting someone to share your beliefs is far more difficult than getting them to know what you know.
Obvious is a good place to be if you can get there.