| Perfecting the persuasive strategy |
Predominant empirical approach |
| Using both rationality and the emotional sphere to persuade |
Failure to prepare a strategy |
| Seeing opportunities beyond appearances |
Neglecting the principles of persuasion |
| Identify the objectives that favor the recipient’s desired results |
Undervaluing the role of emotions and language in decision-making |
| Distinguishing what really matters |
Erosion of credibility over time |
| Taking the first steps and mitigating apprehension |
Viewing persuasion as an innate gift rather than a developable skill |