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By Carmine Gallo

From enterprise to politics, those that command cognizance of their own or expert lives tend to be masters at constructing and supplying their message. company execs all through all degrees of the association will enjoy the interviews, tales, profiles and methods featured during this ebook. modern audiences are conversant in six-second sound bites, PowerPoint displays and plenty of different certain demanding situations. this is often the one e-book that finds the presentation secrets and techniques in the back of today’s maximum CEOs and eladers tand how they electrify today’s hardest audiences.

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I recall my first interview with Vice President Al Gore, when he was still a senator from Tennessee. I couldn’t help but notice he wore some light makeup, well aware of the bright camera lights and how they can wash out a speaker. While my photographer was setting up his camera, Gore seemed listless and tired. I choose to believe it had less to do with my personality than it had with a late vote the night before. Regardless, when the time came to shine, he did. ” Gore threw his shoulders back, stood up straight, held his head high, put a warm smile on his face, and turned up his energy level a few notches.

The Big Mission: First Why, Not How Leave it to Dilbert creator Scott Adams to knock management’s vision—or the lack of it. Adams told me that most managers fail to articulate a clear and compelling vision because they don’t have anything to say! Well, this chapter assumes you have something to say. But Adams has a point—you first need a road map. Having a vision is half the battle. The battle will be lost if others don’t follow you. People crave direction and they’re more than willing to take the road less traveled as long as they know why they’re taking the road.

Regardless of the words they use, both entrepreneurs are enthusiastic about what they do and their enthusiasm is contagious. Branson is an exceptional communicator because he transmits his passion through his actions as well as his words. Whether it’s dressing up in a wedding gown for the launch of Virgin Brides or dropping into the center of New York’s Times Square wearing nothing but a strategically placed cellphone for the launch of Virgin Mobile, Branson exudes a zest for life and his products.

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