THE TAKEAWAY: The fastest way to confidence is being prepared. Do your homework and read everything about your field or target audience. Knowledge workers such as lawyers, economists, managers, strategists and journalists are all in the business of selling air; your job is to make sure you convince people just how good your air is.
A team of psychologists from the United States and New Zealand found an occurrence called “spontaneous trait transference”. Individuals take on the personality traits that they use to describe others. If you tell your friend, that someone you both know is selfish and self-centered, she will unconsciously associate you with those two negative characteristics. The worst part is that such associations persist over time!