Michael Bernoff, founder of the Human Communications Institute and author of 'Average Sucks,' shares his expertise in persuasion and communication. He discusses overcoming mediocrity in sales by aligning personal identity with professional goals. The conversation highlights the transformative power of neuro-linguistic programming (NLP) and the use of effective language. Bernoff introduces techniques like 'pattern interrupts' to shift client perceptions and emphasizes the importance of genuine connections over manipulation in the sales process.