Build your persuasive speeches around the huge power of What, Why and How and you'll never go wrong.

For leaders and speakers, the ability to persuade through language is a fundamental aspect of their job. Persuasive speaking is a skill that, depending on the speaker’s objective, may use one of several distinct organizational patterns. But at its fundamental level, persuasion requires connection. Connection of the speaker to the needs of their audience, their current mindset and their exhibited behavior.