Ability to alter another person’s thinking / behavior
- Establish credibility
- Expertise
- Relationship
- Honest and trustworthy
- Be excited about it
- Frame for common ground
- Make the idea why it is beneficial for the audience
- Provide evidence
- Hard data
- Persuasive story telling
- Keep it simple
- Connect emotionally
- Demonstrate emotional commitment
Mistakes
- Aggressive approach
- Resist compromise
- No common ground
- No credibility / emotional connection
- Assume that one conversation is enough