CHAPTER   5   

The Credibility Crucible

How You Get It, Why You Lose It, and How You Win It Back

Regardless of what line of business you’re in, every organization, every department, every team has at least one person whom everybody trusts. When that person takes on a project, it’s done well, on time, and on budget. He gives you advice? It’s solid. She provides data? It’s accurate. These are the people who get things done. And these are the people who hear yes more often.

In short, they possess the secret to persuasion success: killer credibility. The dictionary defines credibility as “the quality of being convincing or believable.” I define it with one word: essential. Throughout your career, your credibility will be tested. All the time.

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