![]() Make a list of ten-dollar words, scientific terms, and obscure niblets of jargon and find ways to use them. ![]() Sometimes it pays to overcomplicate your simple messages. Straight talk and common sense only go so far. Repackaging kitchen table advice and popular wisdom in a gauze of neurons, dendrites, and hormones has helped the motivational speaker-slash-consultant create a movement. ![]() By giving a mundane fact of life (bad breath) a scientific sounding label, Lambert elevated the authority and desirability of his product many times over. For example, the word halitosis was almost completely unknown among the general public until the early 20th century when a business owner named Gerard Lambert started using it to sell a new product called Listerine. In this regard, he comes from a proud tradition. ![]() Is all this accurate? Who cares? Sinek knows scientific lingo is one of the best ways to sell ideas. Furthermore, our dependence on social media is all about dopamine. Likewise the reason passion is so important in business is because of the limbic system. ![]() According to Sinek, companies achieve enduring success by tapping into the human neocortex. ![]()
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