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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

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