Lee Hartley Carter discusses why facts alone won’t persuade others—and what does.    You’ll Learn: 1) Why you need more than just facts 2) The foundations of compelling persuasion 3)How to craft your master narrative    About Lee Lee Hartley Carter is president of maslansky + partners, a language strategy firm based on the single idea that "It's not what you say, it's what they hear." As a television news personality and researcher, she doesn't rely on traditional polling for her unique insights into U.S. politics; rather, she analyzes voters' emotional responses to help understand and empathize with them on a more visceral level. The reaction matters, but the "why" behind it matters more. It was this approach that allowed her to accurately predict the results of the 2016 presidential election and primaries. Lee’s book: Persuasion: Convincing Others When Facts Don’t Seem to Matter Lee’s website: LeeHartleyCarter.com Lee’s website: maslansky.com   Resources mentioned in the show: Study: Moral Foundations Theory Book: The Righteous Mind: Why Good People Are Divided by Politics and Religion by Jonathan Haidt   Thank you Sponsors! Prezi. Enhance your presentations. 2-week free trial available at prezi.com/awesome. ZipRecruiter is the smartest way to hire. Try them for free at ZipRecruiter.com/htba.   View transcript, show notes, and links at http://awesomeatyourjob.com/ep513