CHAPTER 5
The
importance of
what you say
Y
ou may be tempted to believe that, with the right tech-
niques, you can influence anybody to do or believe
anything. Happily, this is not true. Substance matters
enormously: the rigour of your ideas, the quality of your prod-
ucts, the value of your proposals, or the implications of your
requests.
This chapter is about how to structure your argument to give it
the maximum impact.
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