How to Persuade Audiences to Action

If you have ever finished a presentation to a polite smattering of applause, you probably didn’t start out by asking yourself the right questions. As IESE’s Conor Neill explains, most communication fails because the speaker isn’t clear, specific or realistic about what he or she wants from the audience. Winning the argument is all well and good, but the ultimate prize is winning audience action, and that takes planning.

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