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I’d like to thank particularly two of my clients Al Gonta, and Brian Acker for the pleasure of working with you and for your contributions to this book. My hat off to Brendan McCarthy for all his work implementing a complete Customer Philosophy, Recruitment and Management Strategy using the LAB Profile and his own knowledge and wisdom. Brendan, your case study shines a light on all the important points in this book. And thanks to David Klaasen and Dr. Pamela Campanelli for their revealing study on what prevents people from responding to surveys.

Thanks to Katherine Coy for your work editing the book. Thanks to Melody Lidstone who makes my workday easier and more fun. And thanks to my boys and Jason and Sam Charvet and my partner, Michael Tschichholz, whose support and encouragement was much needed and appreciated. And to my Mum, Betty Rose, who is always proud of me.

Shelle Rose Charvet

Shelle Rose Charvet’s Key Concepts

Words that Change Minds: Power Principles

Everything you do influences the emotional state of your customer. Everything you do determines what your customer believes about your organization.

Words that Change Minds: Influencing Principles

To get people to go somewhere with you, you need to meet them where they are and not just pretend they are already where you want them to be. Go to their bus stop, and from their bus stop, invite them on the bus to take them where you want them to be.

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