Traditional persuasion, giving statistics and facts and quotes from authorities has two problems, according to screenwriter, professor, and consultant Robert McKee. First, the people spoken to will have their own set of authorities, statistics, and experiences. While the communicator is trying to persuade them, those people are arguing back in their heads. Second, if the leader does succeed in persuading them, they have done so only on an intellectual basis. That’s not good enough, because people are not inspired to act by reason alone.
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