• Amplifiers & Answers - Built directly from interviews and research, the 5A2—5 Amplifiers and 5 Answers—include the 5 most important pieces of information that your entire organization should be fluent in and be able to communicate (amplifiers) to clients, partners, and the community. These are what make you exceptional. The Answers are similar but they address—and reframe as positive—the 5 points of greatest concern for your stakeholders. The 5A2 arms your clients to defend their choice of you.