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The following statement keeps popping up in all sorts of places all the
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it doesn't matter what you say, but how you say it.
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The thing is it's still as wrong as the first time it's been said.
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What this is probably meant to say is that how you say things has a
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strong influence on whether what you say actually makes an impact.
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And because of that, it might happen that inferior ideas beat superior ones, simply
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because they were communicated better.
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Yet, if you care for what you do and what you communicate then, of course,
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you will always start with what you say.
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It's why you show up in the first place.
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It's what makes the difference in the end.
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It's what separates the bullshitters and the hot air producers from
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those who actually want to change things for the better.
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For them, things might not always appear to be fair.
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Sometimes it feels that these slick and sneaky marketers are just
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naturally talented to sell things but if you look closely, it's
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often, not that they are actually more charismatic or more eloquent.
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It's just that they understand better what resonates with their audiences.
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Now here's the thing.
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When you care enough for your cause, it's inevitably going to be part of the game
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to do the same thing, to do the heart work of empathy so that you, too, understand
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what resonates with your audiences.
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And if you do, magic happens because when you say the things that you
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believe in, in a way that deeply resonates with your audience,
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then, first of all, change happens.
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And secondly, and probably even more importantly, trust is built.
