Nine principles of persuasion to motivate, not manipulate.

Change isn't an easy sell. And, in business, pivoting in a new direction requires teams to work together cooperatively. While a half-hearted agreement to adopt a common goal may get you short-term momentum, if you want to initiate lasting change that creates sustained action, you need to give your audience a reason to believe. You need, as the title of this book suggests, to say what they can't unhear.

From renowned strategist, author, and speaker Tamsen Webster comes this compact and actionable guide that will get you thinking differently about where change comes from and how to initiate it. By introducing and exploring nine persuasion proverbs," Webster highlights the behavioral, cognitive, and psychological principles that underpin lasting change, and offers a powerful alternative to the standard tactics of influence and persuasion. The outlined concepts are easy to remember, simple toimplement, and will give you the tools to transform any audience of lukewarm prospects into passionate believers.
If you're looking to spark change in your audience in a way that has them excited and motivated, that pushes them beyond temporary action, and that makes them feel empowered instead of manipulated, then Say What They Can't Unhear is the resource you need in your back pocket.

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Tamsen Webster has spent the last twenty years helping experts drive action from their ideas. Part message strategist, part storyteller, part English-to-English translator, her work focuses on how to find and build the stories partners, investors, clients, and customers will tell themselves - and others. Tamsen honed her expertise through work in and for major companies and organizations such as Johnson & Johnson, Harvard Medical School, and Intel, as well as with start-ups that represent the next wave of innovation in life science, biotech, climate tech, fintech, and pharma. For over seven years, she's served as executive producer and idea strategist for one of the oldest locally organized TED talk events in the world (TEDxCambridge). Tamsen was a reluctant marathoner. . . twice; is a champion ballroom dancer (in her mind); and learned everything she knows about messages, people, and change as a Weight Watchers leader. True story.