When pitching an idea, should you focus on "Why" or "How"?

As expected (i.e., the article's study found) effective comms are about context.

- Whose attention are you trying to get?

- When are you trying to get it?

- What is it that you understand that you want the receiver to understand?

As they say, it's complicated. For example, at the extreme, ever phone or visit a friend with a toddler / child? And try to get an keep that adult's attention? Yup. Probably not the time to discuss thermonuclear war ;)

Similar can be said of (website) UX. What the brand and/or design team considers TMI is probably 2x to 3x the amount of information the visitor finds acceptable. The vistors' context (e.g., focus and/ or familiarity) is typically different.