‘’Perception is reality.” Lee Atwater coined this phrase in political campaigning because he saw that what people think is more powerful than what’s true. Objectivity does not exist. This can be super frustrating, but it’s TRUE. People do not automatically see the world the way you see the world. Each of us inhabits an independent, distinct universe. Accept this truth. What you see is what you see.
So how can you invite others to see what you see? Focus on them. What people want matters. When you know what your audience thinks and wants and the language they use to talk about what matters to them, you’ll deliver your message in a way so that it lands brilliantly. If you take a wild guess and hope they understand, your message might bounce off of their uncomprehending or uninterested heads.
This is true in giving a talk or a media interview. It’s even MORE important in sales! Do you want to persuade someone? Be a gracious guest in their world as you invite them into yours.
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