Communicators today have to work harder to make their product easier for audiences to access, comprehend and remember. Whatever is being opened, unfolded, flipped, clicked, scrolled and scanned must immediately impart its value. Which means it has to seize and engage. Be relevant or entertaining, or both. Creating such a product demands great forethought, ingenuity, iteration – and yes, investment. But you'll love the results. So will they.