To capture the crowd, talk to the individual.
It is why the best speakers make eye contact, and the worst stare at their note cards. It’s the difference between junk mail and eavesdropping. One is soo general that no one cares, and the other soo personal that we want to know. I’m not saying you have to give away secrets to get people’s attention. I’m saying the sum is made up of singles, and the most compelling way to sway the masses is to persuade the individual.
You don’t need napalm to start a forest fire, a single match will do.