How do you communicate to others, the type and nature and importance of the work that you do?
Singularity:
the one message you want them to take away
Unexpectedness:
the one thing people would be surprised to learn about what you do
Concreteness:
the one thing anyone can understand regardless of culture or country
Credibility:
what is the proof of your impact
Emotional:
something that hits the heart and the emotions
Stories:
a story about your work – not stats.