IntroductionDistinguish a bunch of people who didn’t realize they were all in the same group. This can give people a sense of culture, but be careful not to patronize, diminish, or offend.Paragraphs ExamplesEV1 “What Motivates You?”Turbotax “All People Are Tax People”Google “The Most Searched”BBH “The Power of Difference”Nike "You were Born a Daughter”Puma “After Hours Athlete”Nivea Men "Reach Out”Axe “Find Your Magic” Keys to Success1. Thing 1 — It should be about this long2. Something else — Could also be this long, too3. Third thing — You’ll have to feel it out as you go