High fit

Volume is about how strongly you project your message into the world. Vince Judici had a genuinely powerful hook — the buyback — but it was buried in the middle of his pitch after the materials story. Guy Raz's advice to 'shout that from the rafters' and make the buyback 'front and center' is a direct instruction to turn up the volume on the most resonant part of the message. Vince had it turned down without realizing it.