The speaker’s first challenge is to describe the problem and make the audience care about it. If the audience does not understand why the problem is important to society, as well as why it affects them personally, the rest of the speech is unlikely to be successful. The chosen problem may be a well-known controversial issue, or it may be a new concern which is unfamiliar to the audience. Either way, the key to a successful speech is making the audience understand the problem and develop a desire to solve it.