6. Be transparent in how you communicate.

If you set out to talk about a topic you don’t know, you must research and think about it a lot. Otherwise, the text is forced and full of information gaps. This phase is called think before ink. Ask these questions before starting to write: 

• What is my purpose with this text?...

The only way to influence other people is to talk about what they want and show them how to get it.

To convince someone to do something, we have to frame it in terms of what motivates them. And in order to do that, we have to be able to see things ...

Presenting information is never about the presenter--it's always about the audience.

Get to know who they are, in order to use their common knowledge and experience: What's most important to them? What motivates them? What's their background? How do they prefer to commu...