Trust is equally needed inorder for people to really get involved with your project. A project owner without a clear laid down plans, details of the project may not really make any headway in getting people involved in his business. You need to get people to trust you as much as partnering with your project.
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In a nutshell. They have to be sensitized in order to create a connection with the audience. You connect with emotions and something else and you can do it.