'If you would persuade, appeal to interest and not to reason.' - Ben Franklin

If you want people to listen to you, you have to express yourself in a way that RESONATES with them.

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Robert Rubin, 'In an Uncertain World':

I learned through this episode that from the moment a President presents an important proposal to the nation, he has to spend time painting a picture of it his way. Otherwise, his opponents will color it their way and put him on the defensive.

Our opponents went right to work casting our plan as a tax increase - a grave distortion in relation to the majority of taxpayers, who saw no increase in their income taxes and a gas tax estimated at only $36 a year for an average family of four.

We, on the other hand...

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