Let’s start with a basic premise: You like to win.
Whether it’s chess, cards or the communication campaigns you work on, you (like me) probably like to come out on top. Victory is sweet most of the time; profitable most of the time; and fun damned near all the time.
The bad news: No magic pixie dust guarantees a win. The good news: There’s a framework for identifying how you can control the debate in most communications situations. And if you control the debate, you’ll win more often than not.