Tamsen Webster is a keynote speaker and a persuasive message designer. In 2023, she founded the Message Design Institute, an online learning and development hub that equips leaders and organizations with the knowledge and practical tools they need to craft persuasive messages on their own. She is the author of the critically acclaimed “Find Your Red Thread: Make Your Big Ideas Irresistible” and the forthcoming “Say What They Can’t Unhear: The 9 Principles of Lasting Change”. Change Minds and Inspire Lasting Change Tamsen argues that most persuasion and influence techniques focus on driving action right now at the expense of sustainable action that leads to long-term change. What’s worse, many of these techniques work against psychological and neurological drivers of long-term change. That is why she wrote Say What They Can’t Unhear. “Say What They Can’t Unhear” This book is for leaders who are inspiring transformational change, committed to change. By focusing on the psychology of change and the power of well-tuned messaging, Say What They Can’t Unhear presents strategies to ensure that your messages do more than just reach your audience—they change minds and inspire action. “Say What They Can’t Unhear” is challenging some common ideas in communication Tamsen’s latest book is challenging several myhts in communication, for instance: * “You can get people to change” * “Giving someone a solution to a problem is enough” * “Introducing pain that you created in order to force someone to act” Related: Communicating Change. Stories from a Pilot Favorite quotation “Words are only the outer clothing of ideas”  — Agatha Christie Recommended book Thinking, Fast and Slow by Daniel Kahneman Routine to Shine Identify what questions you are attempting to answer for your audience. Prerequisites: (1) a question that is actively and knowingly asking themselves, (2) the most important and urgent of their questions, and (3) it cannot have two things in it, only one. Links Tamsen’s book, Sa...