SIXConnect with People

Just so we’re reminded of the ones who are held back,Up front there oughta’ be a Man in Black.

JOHNNY CASH

Every communication must deliver your message to head and heart. Some people speak better to America’s head, and others to her heart. Only the best communicators speak to both, literally wearing the colors of the people and connecting with their dreams as Johnny Cash did.

Most Americans spend only a few minutes of their week thinking about politics and public policy, so you compete with the million other messages from TV, radio, Web sites, and mailboxes. To fit your message into a sliver of attention, you must cast it in their language, not yours, and repeat it.

People must see you in the job to determine whether you ...

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