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Communicate to Influence: How to Inspire Your Audience to Action by Kelly Decker, Ben Decker

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CHAPTER 8

Navigate Your Experience

If you don’t know where you’re going, you’ll end up someplace else.

—YOGI BERRA

Now that you have a firm understanding of how to move across the vertical axis of connection and the horizontal axis of content, it’s time to zero in: How do you create an experience and bring it all together?

We recognize that our default leaves us somewhere in the Inform quadrant, where we have more information to dump, news to report, updates to share, or items to cross off our list. When push comes to shove, how do you harness all the tools (the Behaviors of Trust, SHARPs, the Cornerstones, and the Decker Grid) to create your ideal communications experience?

The following are a few examples of situations in which you may find ...

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