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The bestselling author of Pitch Anything is back to flip your entire approach to persuasion. Oren is throwing out the old playbook on persuasion and shows you a new approach that works on this simple insight: Everyone trusts their own ideas. If, rather than pushing your idea on your buyer, you can guide them to discover it on their own, they’ll believe it, trust it, and get excited about it. Then they’ll buy in and feel good about the chance to work with you.

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