be very clear about HOW you want people to behave, specifically. (to buy, subscribe, surrender, eat broccoli ..you get the idea)
be very clear (for yourself) about WHY you actually want that behaviour.
make it EASY for them to take the action!
offer motivation (start with feeling, then give an intellectual reason to substantiate if needed)
be prepared to...
An extraordinary learning opportunity comes around but once a year. A very special business school programme that I am so moved by, that I support it wholeheartedly and recommend it wildly. Back for...
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