Page 10 - IMPACT BOOKLET
P. 10
CONVINCING AND PERSUADING
YOUR AUDIENCE
To exercise positive leadership, guide and direct men and women, be capable of winning them
over to a strategy, a challenge or a project, that is, to both CONVINCE and PERSUADE them :
Convince their minds (rational dimension),
Seduce their hearts (emotional dimension)
Be physically engaged (a sense of the concrete, of action)
Even if we possess all of the knowledge of science, there are people we will not succeed in persuading,
because scientifc speech alone does not guarantee that those who hear us will follow and support our
argument
ARISTOTLE
10
