As the manager of user experience for a large Internet service provider, Gina spends a lot of her time trying to figure out how best to communicate the value of the technology enhancement services that the firm provides. For this reason, Gina been asked to give a presentation at a big technology conference on the topic of "communicating value to customers." With 15 years in the business, Gina feels confident she has a lot to offer the audience, which is largely comprised of people just like her. But with only 20 minutes to speak, she is concerned about how to fit it all in. Which of the following areas of effective communication should Gina focus MOST of her efforts in preparing the presentation?