"Think about a time when you have just forwarded a link or posted a resource – something that you stumbled upon and found interesting or that your leaders are expecting you to share with your respective audiences (e.g., customers, clients, or team members). The lazy move is to just send the link and hope that some percentage of the audience investigates it, and that a smaller percentage is able to do something meaningful with it. The less-lazy move might be to layer on some expectations. The winning move, however, is to correctly frame ‘why’ the resource is important, comparing and contrasting how, without that resource having been explored and considered, the service/client/customer relationship will be worse off."
From Make Yourself Clear