This is general good advice but isn't great advice. To explain, the 1st part is to get your message across which is really behind the good part. If you don't do

This is general good advice but isn't great advice. To explain, the 1st part is to get your message across which is really behind the good part. If you don't do that, you are missing the point so this author is stressing to only worry about point 1 which is good advice for most people as most people aren't super skilled. Great advice is to of course go with point 1 but also point 2 in that you should delight and amaze to pull them in after that point to have an emotional response. https://www.tesla.com/ https://www.tesla.com/ and https://www.magicleap.com/ https://www.magicleap.com/ are more extreme examples of point 2 as they have a stronger emotional play but most people focusing on point 1 will do just fine if that's all they ever did. Apple is probably the best example I can think of though all around in both point 1 and point 2.