persuasion

“Persuasion is a secondary tactic to communication, and unless you get the basic of communication down right, the persuasion is probably not going to work.”

“I believe that persuasion is desire minus fear. So what people want minus how scared they are. So many books on persuasion talk about how to stoke desire, how to get people interested. I think that that's very credible, very real. But I find that most of succe…”