2 Resonate
Movements are started, products are purchased, philosophies are adopted,
subject matter is mastered—all with the help of presentations.
Great presenters transform audiences. Truly great communicators make it
look easy as they lure audiences to adopt their ideas and take action. This
isn’t something that just happens automatically; it comes at the price of
long and thoughtful hours spent constructing messages that resonate
deeply and elicit empathy.
Throughout the book, you’ll learn from some of the greatest communicators.
Each is different and yields a unique insight, yet they share a common thread:
They all create a groundswell of support for their ideas. These communica-
tors don’t have to force or command their audiences to adopt their ideas.
Instead, the audience responds willingly with a surge of support.
Persuasion Is Powerful
MOTIVATOR
Benjamin Zander,
Conductor, Boston
Philharmonic Orchestra
MARKETER
Beth Comstock,
Chief Marketing
Officer, GE
POLITICIAN
Ronald Reagan,
Former President of
the United States
CONDUCTOR
Leonard Bernstein,
Conductor, New York
Philharmonic Orchestra
Great
Communicators
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Why Resonate? 3
LECTURER
Richard Feynman,
Professor, California
Institute of Technology
PREACHER
John Ortberg,
Pastor, Menlo Park
Presbyterian Church
EXECUTIVE
Steve Jobs,
Chief Executive
Officer, Apple Inc.
ACTIVIST
Martin Luther King Jr.,
Civil Rights Activist
ARTIST
Martha Graham,
Contemporary Dancer
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