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Alan J. Porter's LavaCon Conference 2012 presentation, "Five Ways to Make Executives Love Content Development", provided a set of tools for promoting the value and importance of various forms of content development, including technical communication and technical illustration. Technical communicators must understand what the actual purpose of their company is, which is not the same knowing as what the company produces or does. A company might make drill bits for mining equipment, for example, but its real purpose is to help miners mine minerals effectively. With this understanding, technical communicators can better focus their messages, and also understand the importance of content development to the company's real purpose.