What happens when two people talk? That is really the basic question here, because, that's the basic context in which all persuasion takes place.
Malcolm GladwellClear writing is universal. People talk about writing down to an audience or writing up to an audience; I think that's nonsense. If you write in a way that is clear, transparent, and elegant, it will reach everyone.
Malcolm GladwellI'm in the storytelling business, and so you're always drawn to the unusual. And early on, I discovered that's the easiest way to tell stories... If you come up through a newspaper as I did, your whole goal is to get a story on the front page, and you only get something on the front page if it's unusual.
Malcolm Gladwell