The Principle of an Attractive Character

The next three speakers are going to be kind of tied together because this is important. In all three books, there's one principle I talk about, which is essential. And that is the principle of an attractive character. Even agencies, like if you're an agency, you need to understand these principles to coach your attractive characters through. The first speaker is someone who has been in this room for the last five or six years. They join the second like live they show up just starting their business and they end up winning every one of our awards.