Chapter 2

Finding Common Ground with Your Audience

In This Chapter

arrow Getting to know yourself

arrow Figuring out others

arrow Developing relationships

How often do you take the time to consider what matters to you and what motivates and drives you to achieve your goals? Likewise, how often do you take the time to consider what matters to others, including your clients and colleagues, as well as your partner and your family and friends. What motivates and drives each unique person you encounter to strive for her goals? If you’re anything like most of the people I know at work and in life outside the office, the answer to all these questions is, ‘Not often enough.’

Getting caught up in day-to-day tasks and obligations can easily lead you to forget to take the time to think about yourself. Furthermore, you need to see the people around you as individuals – not just as means to an end. If you want to persuade people, you need to know what matters to you, what matters to them and how you can put the two together.

An ancient Chinese proverb states that if you don’t know yourself or your enemy, you always lose the battle. It goes on to say that if you do know yourself and your enemy, you always win. ...

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