The structure of your message should be tailored to your audience as it determines whether they will tune in or tune out during your presentation. Regarding the art of persuasion, “The Culture Map” by Erin Meyer mentioned that many individuals from European cultures like France and Italy tend to start their presentation with a brief overview, such as through an executive summary that introduces the topic of discussion, and then develop the material by bringing in relevant data and addressing concerns. Audiences from the United States or Canada, however, prefer to receive key points or practical solutions upfront – perhaps through case studies and real-life examples – and develop a conclusion or next course of action. The typical Asian approach to persuasion, on the other hand, is slightly more complex than Western cultures. Most Asian cultures appreciate an introduction that includes background information of what is being discussed, before moving on to important points and arriving at a conclusion. In simpler terms, Asian cultures generally prefer to consider the big picture before moving on to detailed information.