Fantastic, well written book. This book respected my intelligence but still held my hand with thorough explanations. Too many books today are written for the "busy professional," someone who apparently doesn't have the time to read complete sentences, or needs the pages to glow with flashy colors. Through the use of research, old and new wisdoms and stories, this book gives the reader concrete guidance to apply the communication principles covered in the book to many different scenarios (customer presentation, personal relationships, etc). I bought this book thinking it would give me ideas for being a more effective sales professional, but I found that the communication principles presented can be applied to any situation where one needs to be an effective communicator. Another neat feature is after reading the first chapter or two, you can easily skip around the book to other chapters based on your specific interests at the moment--highly recommended.