He thought that there had to be a better way to get an idea across to a large number of people who don’t have the time or knowledge to understand it completely. He resolved this by explaining that to be legitimately persuasive a speaker must address the audience’s emotions but also establish the credibility and share the logic of the argument. Thes

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Our desire to maintain harmony can cause us to be indirect about uncomfortable truths. Our desire to influence can cause us to pre-emptively address every arcane objection. Our desire to impress can cause us to use more language than necessary. And the expectations we have internalized about corporate communication often cause us to write in a way

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