Description: The author identifies miscommunication challenges that may exist in the workplace, including misunderstandings and communication mishaps, assumption of motive, and relational tension, and suggests clarifying conversation as a way to address these challenges.

Description: Principle #4: People make buying decisions based on emotion and justify these decisions with logic. To be influential, we need to take into account both logic and emotion. Of the two, emotion is a much more powerful motivating force. Unfortunately, too many people ignore the emotional component and focus solely on logic - neglecting what compels people to buy.