Today on the show we welcome Paul Ross. Paul is an author, international speaker, sales trainer, hypnotist, and Master Practitioner and Trainer of Neuro-Linguistic Programming. For the past 30 years, he's taught thousands of people around the world the power of language to influence, sell, and transform their lives. In this episode, we learn more about the art of persuasion, and how language structures consciousness, shapes decisions and drives behavior.