His [Carl Braun at C. F. Braun Company] rule for all the Braun Company’s communication was called the Five W’s, you had to tell who was going to do what, where, when and why. And if you wrote a letter or directive in the Braun Company telling somebody to do something, and you didn’t tell him why, you could get fired. In fact, you would get fired if you did it twice. You might ask why is that so important? Well, again that’s a rule of psychology. Just as you think better if you array knowledge on a bunch of models that are basically answers to the question why, why, why, if you always tell people why, they’ll understand it better., they’ll consider it more important, and they’ll be more likely to comply. Even it they don’t understand your reason, they’ll be more likely to comply.