Start by considering context.

WSJ: Disguise Your TV

Start with the context.

FORBES: How to Use Storytelling as a Leadership Tool

And when you start taking phrases out of context and recasting them as quotations, you begin to feel (Shapiro must have undergone this sensation) a little vertiginous.

NEWYORKER: Notable Quotables

In the Age of Context, we will start building personal relationships with our computers.

FORBES: Age of Context: Draft Introduction

Because the mind can only deal with a limited number of concepts in a given context, it must start subcategorizing.

FORBES: The War Against Big Banks Is A War Against Your Mind

If approached in the right context, advertisers could start seeing favorable responses from 50% of the people they ping, rather than the less than one percent most ads convert into sales.

FORBES: Why Can't Contextual Ads Be Contextual?

The guitarist, Milton, decides to start off with gentle chords, which makes little musical sense given the context.

NPR: One-Named Guitarist Honors One-Eyed Pianist