Winning over an audience with your pitch: Priceless

05/9/2012 | Harvard Business Review online

Kevin Allen, who pitched the "priceless" campaign to MasterCard, writes that the key to being persuasive is figuring out and connecting with the "hidden agenda" of your audience. "Deep desires, often unspoken -- like the desire to be recognized, to feel appreciated, to create something, to be admired, to lead, to feel safe and secure -- are fundamental to any business decision," he writes.

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