It’s all about persuasion. A marketing premise is all about persuasion. A sales premise is all about persuasion. It’s not about marketing. It’s not about sales. It’s about persuasion. You are persuading people to take a course of action. The more you focus on what you want to achieve, through others, the clearer you are about moving individuals to a course of conduct.
Original writing date: May 14, 2007