It matters that you write or talk in ways that inspire confidence.

People use words like, “Hope, between, should…”, and are surprised things fall apart. These words are weak. Not because they are inherently so; but, because, in a negotiation context where cards are being critically delt, they do not deliver.

People don’t want you to hope. They want you to go to war for them. There’s a simple truth to that: People don’t want passive optimism. They crave action.

You start winning when your words signal to the listener that you are capable of generating results, not betting on the odds to make it happen.