What’s critical to include and exclude to maintain value but not give away too much?  The answer is cognitive dissonance.  That’s a scenario where if you give a complete picture in little morsels.  You’re asking your customer or prospect to fill in the blanks or fill in the complete picture.  They will have a dissonance and they will feel uneasy until they complete that picture.  It’s a very simple psychological term.  I use it all the time.