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Communication & influence · Persuasion under skepticism

You're presenting an RFP response to a client's evaluation committee that has clearly already fallen for a bigger-name competitor. What do you do in your allotted twenty minutes to move them?

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I can't out-logo the big name, so I don't try — I compete on the thing the incumbent's size actually costs them: attention.

The full answer: structure, worked example, likely follow-up.

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