People, People, People.

The main thing this chapter wanted to emphasize was audience. First off, it mentioned right off the bat that narrowing down terms will often drive people away. For example, if you write a website for people in the financial world, but refer to your audience as "bankers" only, you are leaving out everybody else who might be interested. It is much better to be broad in this instance, than concise. By reading this, I also realized how much work it takes to reach the general consensus. You have to interview people, give out questionnaires, and so on. You need a lot of input to make sure that you are reaching out to the audience as a whole.  Plus you have to keep in mind the language of the audience. Terminology is very important. If you know your audience well, then you can use vocabulary words or certain phrases that are more suitable for them. This will make your audience more comfortable and engaged overall.