[MUSIC] Hi there, welcome to the Communicate with Impact course. >> My name is Lawrence. >> And my name is Arabella. Join us as we explore the art and science of persuasive communications. You'll have fun. >> You'll cry. >> You'll laugh. >> But more importantly, you'll learn. >> And learn you must, because being able to communicate persuasively is crucial In the 21st century. >> You see, we're now living in a world where management by command and control no longer works. You can't yell and scream at people who work for you, nor can you force them to do what you want them to, no. >> And even if you have a good idea, you still need to sell it. What's the point of having a brilliant idea if you can't persuade others of its merit? So whether you're an entrepreneur, a manager, or a CEO, your success depends upon your ability to persuade others, and to coax them to come over to your way of thinking. >> And ultimately, to inspire them into action. So in the coming weeks, this is what you'll learn. Week 1 The necessary art of persuasion, understanding what matters to your audience. >> Week 2 Telling your story, developing a dramatic narrative. >> Week 3 Connecting with people, developing authenticity and building rapport. >> Week 4 Talk the talk, creating impressions and guiding influential conversations. >> Week 5 Painful truth, dealing with objections and overcoming resistance. >> And Week 6 Winning over hearts and minds, how to pitch a brilliant idea. >> At the end of this course you'll be able to critically evaluate a range of theories on persuasive communications. >> Apply different strategies to build rapport with others, overcome resistance, and find acceptance. >> And develop skills to interpret audience motivation and influence the way they think, feel to support your ideas. >> So buckle up and enjoy the ride. >> We'll see you on the other side. [MUSIC]