Optimal persuasion is achieved through optimal pre-suasion: arranging for people to agree with a message before they know what's in it.

Pre-suasion is about establishing your credibility and relationship. And you can do that by building trust, showing vulnerability and...

When it comes to persuading people, the trust often matters more than the content of your ideas, and you get people to trust you by demonstrating that you're all on the same team.

Although counterintuitive, admitting your errors upfront shows that you're human and can actually be a brilliant move.

Showing vulnerability can, paradoxically, strengthen your argument.

You can do this by admitting missteps, but you can also strive to come across as more human and believable by making fun of yourself.