Sublime

Leaders who appear to be following opinion may in fact be creating it.53 Whether or not one considers this leadership or manipulation, it undermines claims to popular control.

And therein lies an essential lesson of linguistic context: Popular perception can overwhelm truth and accuracy in establishing a communication connection. Or, in plain English, it’s not what you say, it’s what people hear that matters. Moreover, words that had certain definitions when your grandparents were your age may have an entirely different

mordant,

➌ Don’t be a fraud.

Flawed and dishonest assertions like this pollute the public discourse and mislead good people who make the mistake of believing things said by the president of the United States.

1. Write down the precise outcome you want

Don’t be fancy—be effective.

So from a business perspective, you should tell consumers something that gives them a brand-new take on an old idea (and then, in accordance with rule number four, tell them again and again). The combination of surprise and intrigue creates a compelling message. Although often executed with humor, what matters most is that the message brings a sens

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