Ben talks with Lee Carter, author of Persuasion: Convincing Others When Facts Don’t Seem to Matter.

Lee has spent nearly twenty years advising and helping the world's most well-known companies and she shares her secrets to persuading anyone, at work and in life.

Whether it's convincing an employer you are right for the job, a customer that your product is the best, or your closed-minded uncle that good people can disagree, it takes the art--and science--of persuasion to move forward.

Among the counter intuitive lessons you'll learn:

  *  It's not enough to understand the person you're talking to--you must truly empathize with them (yes, even them).

  *  Logic alone doesn't work. Stories and emotions are what move us most.

  *  When communicating in a crisis, our first instinct is almost always wrong.

To learn more about Lee Carter visit, https://www.penguinrandomhouse.ca/books/576098/persuasion-by-lee-hartley-carter/9780143133476

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