Why is persuasion in such a high demand from a business perspective? Jeff says that we all live or die based on our ability to persuade. That's a bold statement! If you think about Customer Service, the vast majority of interactions start with the premises that something has gone wrong, which is why customers call. How the Support Agents should deliver the news that the solution the customer is calling for won't be delivered today? How to say "no" to a customer or deliver bad news?