go beyond benefit

I love the truth.
The more I understand the truth of a subject, the better I can understand it. The more transparent a process, the more likely it can be made to work. The more honest a person is, the better I can trust them. Honesty and truthfulness are foundations for how society works and for [...]

ten persuasion rules

How can a company spend millions of dollars on award winning advertising, but still not sell more products?  Why do public speakers, when they follow all the rules given to them in public speaking courses, still bore their audiences?  How can a salesman, trained in the art of closing a sale, still be ineffective?
Perhaps they’re [...]