The Lawyer's Personal Brand · glossary
Saying what you do in the order the listener needs it, not the order you learnt it. A lawyer learns the job from the clause outwards, but a listener needs it from the outside in. Keep the first sentence in every room and change only the last. Chapter 10 · see Thirty-second answer
Explained in Chapter 10, The Thirty-Second Answer, of The Lawyer's Personal Brand.
This is positioning: saying what you do in the order the listener needs it. A lawyer learns the job from the inside out, starting with the clause and ending with the client. A listener needs it from the outside in. The table saw confidence, but what it saw was the night before, and a cat who stayed.Read Chapter 10, The Thirty-Second Answer →
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