Know ¡Them ¡and ¡Use ¡Them ¡
IT IS HARD TO PERSUADE PEOPLE WHO DON’T LIKE YOU
IT IS HARD TO PERSUADE PEOPLE WHO DO NOT TRUST YOU
WHAT’S NOT EFFECTIVE: BEING SOMETHING YOU’RE NOT
IT IS HARD TO PERSUADE PEOPLE WHO CANNOT PROCESS YOUR ARGUMENT
IT IS HARD TO PERSUADE PEOPLE WHO THINK YOU ARE TAKING THEM TOO FAR FROM HOME
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