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The Snowball Effect: Communication Techniques to Make You Unstoppable by Andy Bounds

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24

When you want to use the best communication channel to get a quick “yes”

In soccer, one of the most frustrating things is to work hard to get an easy goal-scoring opportunity, only for the striker to shoot wide with just the goalkeeper to beat. All that work, time and energy invested in getting the opportunity . . . totally wasted by a needless mistake when it mattered.

Similarly, with communication, you don’t want to invest lots of work, time and energy into creating persuasive content, only to “shoot wide” by choosing the wrong channel to communicate it. For instance:

  • One-way information downloads on a conference call would often have been better as an email.
  • Lengthy emails would often have been better as a conversation.
  • Formal presentations to ...

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