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Issue 39 - 03 | To Inform or To Persuade?

By Dean Brenner
Published Oct. 3, 2007 11:18 p.m.
Brenner believes there is a critical flaw in how we communicate. We naturally divide our communications in two approaches: to inform or to persuade. When, according to Brenner, every communication is an opportunity to persuade. Next time you hear someone say, “I just wanted to give you an update…” you’ll know an opportunity to shape opinion was missed.

About Dean Brenner | Dean Brenner is an accomplished public speaker and experienced executive coach with a list of Fortune 500 clients that includes United Technologies Corporation, Franklin Templeton Investments, UBS Financial Services, Darby Overseas Investments, Chubb Specialty Insurance, Aon Financial Services, Webster Bank, L’Oreal USA, Lincoln Financial Group and St. Paul Travelers Insurance. Dean’s firm, The Latimer Group, is focused on creating powerful verbal communication. They help their clients articulate their message and in turn lead more effectively, sell more successfully and raise more capital by developing persuasive public speaking, presentation, and media skills. Prior to founding The Latimer Group, Dean served for five years as an equity money manager with UBS PaineWebber in Hartford, CT, co-managing nearly $700 million in private client assets. For more on Dean and The Latimer Group, please visit www.TheLatimerGroup.com. Dean is also the author of the recently published book "Move the World: Persuade Your Audience, Change Minds and Achieve Your Goals." In this book, Dean introduces a step-by-step process that will dramatically increase your ability to persuade your audience to follow your lead, buy your product, or invest in your idea. In addition to his work with The Latimer Group, Dean is currently serving a four-year term as the Chairman of the United States Olympic Sailing Program. In that role, Dean is responsible for leading an organization of coaches, staff and volunteers that supports the sailing athletes training for the 2008 Olympic Games and Paralympic Games in Beijing, China. From 1994 to 2000, Dean trained for the US Olympic Sailing Team, and finished 2nd at the 2000 US Olympic Trials. Dean is a six-time national champion and was a member of the United States Sailing Team for three years. In addition to world-class sailing skills, Dean used his presentation, marketing and fundraising skills to raise nearly $1 million in support for his team. Dean earned an MBA in Finance from The Olin School of Business at Babson College, an MA in Shakespearian Literature from The University of Warwick, England, and his BA in English Literature and Government from Georgetown University. Prior to Georgetown, Dean attended The Kent School. Dean lives in Wallingford, CT with his wife Emily, and their two dogs, Ridley and Rowan. Emily is a history and English teacher at Choate, a private boarding school. The

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