Statisticians have long known that success in our profession frequently depends on our ability to succinctly explain our results so decision makers may correctly integrate our efforts into their actions.  However, this is no longer enough.  While we still must make sure that we carefully present results and conclusions, the real difficulty is what the recipient thinks we just said.   The situation becomes more challenging in the age of “big data”.  This presentation will discuss what to do, and what not to do.  Examples, including those used in court cases, executive documents, and material presented for the President of the United States, will illustrate the principles.