CHAPTER 4
Building Your Business Case
Creating the Logical and Emotional Foundations of Your Argument
We’ve covered the crucial background information: persuasion fundamentals, decision making, and key aspects about your target. The next several chapters will cover what I call your “Persuasion Equation.” This is the combination of factors that will result in a rocket-fueled approach to you getting agreement.
Your Persuasion Equation is:
(A Great Business Case + Your Outstanding Credibility + Compelling Language) × Intelligent Process = Yes Success
In this chapter, we’ll focus on building your business case. This is a great way of performing your due diligence to ensure your persuasion priority makes good sense for you and your target. It’s ...
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