Humans Suck at Emotional Awareness

Humans tend to be bad at emotional awareness. As a result, when we're arguing a point with someone, we tend to use words and images that work on us, not necessarily that speak to the other person.
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So, if you want to persuade someone, such as in sales or sharing a vision, listen to how they try to speak to you.
For example, one partner in a conversation might use concepts like “power, tradition and authority” to make a case, while the other might rely on “science, statistics or fairness”. One person might argue with tons of emotional insight, while someone else might bring up studies and peer reviews. Modify your language to match to whom you are speaking in order to have clear communication and make sure you are both “saying the same thing”. They will feel understood and you will strengthen the relationship.