As entrepreneurs, sales people, executives or simply as normal people we tend to react different to situations, all depending on how the message is communicated. 

Especially in business, where you can often see identical products being offered, some struggle to find customers while other cannot stop finding more success. Now these people all have one thing in common: they know exactly what, how and when to say it. 

Every principle we discuss here can be applied to any industry and area of life, to become more influential and have a bigger impact.