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“The greatest engagement happens close to the boundary of what’s allowable.”

I don’t recall where I heard this quote, but it’s so true.

The world is a noisy place and if you want any chance of being heard you have go further with you say and how you say it.

You have to understand people.

You have to engage their emotions.

You have to take a stand for or against something.

You have to be willing to lose some to gain many.

Deep, deep down what do they care about? If you match your message to their existing desires you will succeed like you never have before.