-> Passionate beats eloquent
-> Prominent beats competent
-> Relatable beats spectacular
-> Relevant beats fancy
-> Simple beats complex
-> Useful beats beautiful
-> Wow beats aha in the short run
-> Aha beats wow in the long run
Don’t persuade harder, resonate stronger!
I sometimes meet two very different kinds of CEOs. One is OK to have their team wait. After all, the CEO is the most important
Our audiences have a lot of bad (or good?) habits that affect us. When they read a boring headline, the scroll-further habit kicks in. When
Bad newspapers lead with fake tension.Great newspapers lead with real tension.What’s the difference? Fake tension is created by holding information back.Real tension is created by
