The ABT Framework and Persuasion

As a communicator and a marketer, you're a cost center. So whenever you speak to your executive team or your leadership, you should have persuasion in mind at some point or another. And when you need to persuade, tell a story in it, persuade, you know, it does the job. There are times where I would be so happy with my ABT structure and I'd get this, oh, wow, that was a great presentation. We're not doing it, but it was a great Presentation. It's all spoiled by saying that I was not chosen or team was not chosen. But we had a complex program to talk about, complex projects talk about. The