Set and Setting
If you want your content to land, it needs to be branded right, framed right and it needs have the right broader context for people to be receptive to it.
In other words, set and setting:
Set and setting, when referring to a psychedelic drug experience or the use of other psychoactive substances, means one's mindset (shortened to "set") and the physical and social environment (the "setting") in which the user has the experience. Set and setting are factors that can condition the effects of psychoactive substances: "Set" refers to the mental state a person brings to the experience, like thoughts, mood and expectations; "setting" to the physical and social environment.
Same reason a bad joke told well beats a good joke told badly.
Everyone optimises the dose.
Almost nobody designs the room, the mood or who else is in it.