One of effectiveness “guru” gems is his recommendation that communication works best if one seeks to clearly understand the “other” before seeking to communicate one’s ideas or information to the “other.” People like to feel heard and understood before being comfortable giving their full attention and trust to someone. It’s at the core of all marketing. Since words have meaning, or at least are intended to, let’s consider what prospect engagement seems to mean today as opposed to what at least Covey and this theory say it really means.

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