Win: The Key Principles to Take Your Business from Ordinary to Extraordinary

The first lesson is not to overlook self-interest. Jerry Weissman, a former TV producer and screenwriter who now coaches CEOs in how to deliver speeches, says that you shouldn’t dance around the appeal to self-interest. He says that the WIIFY—“what’s in it for you,” pronounced whiff-y—should be a central aspect of every speech.

In a world that is unpredictable, ultracompetitive, and fast changing, being persuadable is the ultimate competitive advantage.

And it’s the POV and the language you use to reflect that POV that makes your “messaging” inspire customers to take action.

You can have the best message in the world, but the person on the receiving end will always understand it through the prism of his or her own emotions, preconceptions, prejudices, and preexisting beliefs. It’s not enough to be correct or reasonable or even brilliant. The key to successful communication is to take the imaginative leap of stuffing yo