If we want to make sure we are heard, understood and actioned by our audience, we need to connect with them on an emotional level, not just factual. Research shows that decisions are made on emotion, then rationalised based on facts.
You wouldn't spend long in a social situation with someone who just talked about themselves and showed no interest in you. So why is it that in business, we forget these communication conventions and simply shout about 'me, me, me'?
We all listen to messages that we think are just for us - just like we hear our name over the chatter of a cocktail party. To be heard, we have to ensure that we are aiming our message at a very specific, often quite narrow audience.