Say what you’re going to teach, then teach it, then tell them what they’ve learned.” — Uncle Joe Argenio, retired teacher. A big part of the ‘MI’ process involves presenting a ton of information about clients’ brands, what we’ve learned about competition, etc. MI allows me to ‘speak marketing’ about music, but it’s still a lot of new info for marketers to absorb. I was driving my wife’s uncle Joe to NY one night and asked him for some words of wisdom about teaching, after doing it for 30+ years. He said “Say what you’re going to teach, then teach it, then tell them what they’ve learned.” and said it never failed to turn knowledge into understanding for his students. That hit home for me, and has proven to be a simple formula for success. It allows you to convey your concept 3 times, and that is indeed the magic number.