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Reminder: The easier you make it for your audience to speak about your idea, the more likely it becomes that they actually do.

It’s not your audience’s job to figure out how to spread your idea.

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Winning pitches

When you’re pitching an idea … … clear beats clever.… tangible beats sensational.… plain English beats jargon. I have yet to see an exception to

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Persuading people

The moment you try to persuade your customer you essentially admit that … i) either you don’t fully understand what really matters to them orii)

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