Would we ask the local public safety authority to turn down the volume on the tornado siren so it won't disturb our sleep? If a bus were about to run us down in the street, would we want an onlooker to whisper, "Look out?" Of course we would say, "Turn it up and shout it out!" Then, why in marketing meetings all around the country do corporate managers tell their marketing staff to tone it down and be careful not to scare people about the dangers of arsenic in the water? The notion is to be gentle when you deliver the message.
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