CHAPTER   7   

Persuasive Processes

A Five-Step Sequence to Yes

Now it’s time for some power calculations. Ready? Remember the Persuasion Equation, which I laid out for you in the Introduction? This is the combination of factors that will add up to your persuasion success. To recap:

(A Great Business Case + Your Outstanding Credibility + Compelling Language) × Intelligent Process = Yes Success

The last three chapters have, in essence, walked you through how to create a great business case, spit shine your credibility, and hone your power language skills. Now it’s time to master the persuasive process.

To do this, I’m going to reference another—albeit just slightly more famous—formula: Albert Einstein’s Theory of Relativity. Yes, that’s right: ...

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