February 2019
Beginner
3520 pages
50h 49m
English
Plan well.
Know your audience and build empathy.
Understand the Audience’s Power
Your idea’s fate is in their hands.
Focus on who matters most.
Present Clearly and Concisely to Senior Executives
Help them make big decisions on a tight schedule.
It’s easier to convince someone you know.
Define How You’ll Change the Audience
What do you want people to believe? How do you want them to behave?
Resonate through empathy.
Develop persuasive content.
Clearly state your point of view—and what’s at stake.
Generate Content to Support the Big Idea
When you’re brainstorming, more is more.
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