"Elevate" and "Emotional" I think I can do. What I can't do is "Simple". Deep down inside me I hate "Simple". The world is complex. If the person in front of me doesn't get this, I have trouble respecting him. And if I don't respect my client, I can't run from the thought that I'm trying to sell him something by manipulating him. And if I'm doing that, I cannot respect myself anymore.
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You have to read/listen the book. Is about the way a message/information is received by people. You will understand better after reading. No resume can tell you that 😉.