Opening General Session – Words Matter: Connecting with Your Audience

The words we use shape people’s perception—whether we’re talking about ourselves, our business, or our industry. The key to understanding perception is knowing your audience, including customers, the local community, potential business partners, or all the above. We have brought back language experts from maslansky+partners, who spoke to us in 2012, to provide insights into how the right words can help change behavior and drive business results.

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