(Jossey-Bass: San Francisco) -- The Pin Drop Principle: Captivate, Influence, and Communicate Better Using the Time-Tested Methods of Professional Performers, by David Lewis and G. Riley Mills (Jossey-Bass, 2012) is a step-by-step master class for anyone wishing to become a more confident and credible communicator. Lewis and Mills believe all business professionals ought to deliver their message in such an engaging way that one could literally hear a pin drop when they speak. The secret to doing so comes from an unusual world: professional acting. By activating “objective” and “intention”—the main tools of actors (and great communicators)—businesspeople can give their messages meaning and relevance, so the recipients walk away knowing why the message is important and what is in it for them.

Read Chapter 1, “Understanding the Secrets of Persuasion: Communicating with Intention and Objective” here.

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