seven additional words that have particular powers of persuasion in the world of business, politics, and everyday life, starting with the most powerful: “consequences.” Seemingly mundane and neutral in its application (there can be good consequences as well as bad), no other word instantly personalizes and dramatizes the potential result of a particular action. When someone talks about “the consequences,” the listener immediately thinks, “What does this mean for me?” In these uncertain economic, social, and geopolitical times, no other word has such a profound implied impact on the American
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