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|PART II|

Capture Attention with VARIETY

“I want to look back and know that I was terrible at a variety of things.”

—JON STEWART,writer, producer, director, actor

ROADMAP FOR PART II, CHAPTERS 5–10:

Change wakes people up. Let’s use that to our advantage.

Be slightly different (chapter 5) means to vary your style, without risking your reputation. You might, for example, vary your speed—in writing and speaking—or use three different ways to persuade.

Ever try to explain your job to someone outside your field? Try an analogy—it’s one of the best ways to explain anything (chapter 6).

Stories are another way to stand out. But your story needs to deliver a business-relevant point. Here’s my easy 2.5 Step Method™ (chapter 7).

Sometimes the most attention-grabbing ...