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Lesson 6: Confidence

Convey certainty. Assess when to own your uncertainty.

Who are you more likely to follow? Someone who boldly declares, “I know exactly how to get there” or someone who shrugs, “I think I might know how to get there”? Even if it turns out the second person actually had a better sense of the directions, according to marketing professor Jonah Berger, people are more likely to choose the first person simply bec…

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