People will believe your certainty. They may not know if an idea is good or not. But they will believe how certain you are, that it is a good idea.

When you are certain you need to project certainty.

I’ve seen million dollar deals sunk

because the person pitching came across as uncertain – when it was clearly the right thing to do. And it’s not about bluffing. Trying to convince someone of something when you’re not certain about it.

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