An explanation problem exists when there is a mismatch between what is heard and what matters to the target audience. 
(…) Often, when someone asks “what is…”, they really mean “Why does it matter to me?” By considering what matters to someone, the answer becomes different and more likely to give them information they can act on.
(…) [E]xplanation sometimes means answering a different question than was asked. It’s not always “what is it?” as much as “why should I care about it?” (common craft)
