In this episode we discuss the impact of communication on outcomes. Sometimes we get too focus on talking about features or technical concepts without understanding the motivation of our listeners.

People come from different backgrounds. A CEO is not just a CEO. It is not the same thing to talk to a CEO with an accounting background than to one with an Engineering Background. So understanding the things that will drive an emotional response with that individual and using that to convey our message will deliver greater results. This apply to you whether you are in sales, marketing, technology, insurance or any other industry.