Pre-Suasion: A Revolutionary Way to Influence and Persuade

Here’s the point for the influence process: whatever we can do to focus people on something—an idea, a person, an object—makes that thing seem more important to them than before.

They’ve been told that an effective way to convey a somewhat elusive concept to an audience is to describe it in terms of another concept that the audience can recognize readily.

“We’ve replaced business targets with business goals. And one of those goals is no longer to beat our competition; it’s to outdistance or outpace them.”