INDEX

A

About page, 155–156

Abrahams, Matt, 163

Accredited transfer, 144

Achievements, 58–60, 70–71

Action, call to, 94–95

Action-result perspective, 80

Airbnb, 63–64

Altman, Sam, 44, 171

Arm crossing, 197

The ask, 53–54, 94–95, 109, 124–126, 167

Assessments, 129, 153–154

Attention, 22–23, 52, 58, 146

Audience

attention of, 56–64

authenticity and, 43–46

breaking news for, 57–58

common ground with, 54–55

confidence and, 172–175

connection with, 48–49, 187

creativity and, 64

demonstrations for, 75–78

empathy with, 62–63, 173

entrepreneurs and, 62

life situations of, 63–64

pitch for, 127–129, 195–196

problem solving for, 60–64

questions of, 206

real-world examples for, 80–81

research about, 175–180

speaking clearly to, 164

stories appeal to, 22 ...

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