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In his 2016 Main Platform presentation, Anand explained the need to consider carefully the words we use, the reaction they create, the response they generate and the results they deliver. This session explores this theme in greater depth, and you will gain a better understanding of why language is so important. Words need to create the right emotions with clients for them to make sensible decisions, and a command of creative language empowers you to be different from your competitors. By analyzing the words we use, we have the ability to quickly and significantly influence a client relationship and in this session you will learn many creative ideas you can use immediately that can accelerate you to Top of the Table level.