Lee Carter has loved language for as long as she can remember. When she realized there was a career in language strategy, it changed her life. In Episode 90, Lee, who is the president of language strategy firm Maslansky and Partners and a weekly panelist on Fox Business’ Mornings with Maria [Bartiromo], says your message won’t be as impactful or persuasive without an understanding of who you are trying to reach and what they believe. She refers to this as “active empathy” and it’s embedded in the notion that “it’s not what you say, it’s what they hear,” Maslansky and Partners’ mantra.  Given divisions in the country, that underlying message has never been more critical. 

Lee’s book “Persuasion: Convincing Others When Facts Don’t Seem to Matter,” hits at the heart of this concept. While her original aim was a book for corporate clients, she found writing “Persuasion” elicited a more personal response. The lessons and strategies largely apply to individuals and organizations alike. I especially loved her focus on establishing a clear “vision” and the importance of seeing — really seeing — where you are trying to go and what it will look like when you get there. Regardless of your goals, her perspective on setting them, making them bold (“Look Boldly Beyond Your Limits”), getting feedback (and really listening to it), is helpful and constructive. I think you’ll also find her views on how and why to listen to your critics (including the “haters”) compelling.