Words that work …… a pretty good book

I have just started to read Frank Luntz’s book “Words that Work”. Frank is a Republican political pollster and consultant. But never mind that. His book applies to all walks of life and is all about communicating ideas effectively. His famous quote is “It is not what you say; it is what people hear”. That’s so true when we make a presentation to a group. We often are so focused on what we want to say and forget about how the message will be received on the other end.


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