"Be yourself" is not always good advice, especially when selling to people unlike you. Ben shares a mental algorithm anyone can use to improve their communication, messaging and storytelling. By blending thinking about trust/patience/stakes/hierarchy it is easier to define what to say and how to say it. It is a way to become the person you need to be in that moment, We talk about how this lends itself to better storytelling and why this is an increasingly hot topic. Ben also provides a simple yet incredibly powerful structure to construct a story to help customers understand the better way. What is your story?

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