I have dedicated myself to the strategic use of “soft influence”, helping people launch strategic messages successfully. I consult and train leaders in the proactive use of body language, storytelling, one-liners, metaphors and other “soft” modes of appeal to have a much greater impact on their messages.

Most leaders understand and employ the classical or “hard” modes of appeal, arguments, analysis, data, calculations and predictions. But research shows that decisions are influenced by the “soft” modes of appeal to an extent much higher than we may think. And this entire field, in my experience, is unexplored territory for many leaders.