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This is my all time favorite book on persuasive writing. As of this review date, I have read the book thirteen times. My goal for this abundant contact has been to super learn the concepts, which are otherwise difficult to perceive with only passing exposure.I came upon this book in 1994 when my partners girlfriend who was then the librarian at McKinsey and Company (NYC), the world famous management consultancy, lent the book to me, saying that it was considered the Bible of writing process at the firm. Barbara Minto created this masterpiece of thought leadership while employed there and then moved on to teach these concepts globally to most of the major consulting firms and to many of the Fortune 100.The book teaches readers how to shape ideas into a disciplined order. Done correctly, this enables writers to communicate powerfully with future readers so that they can identify those communicated ideas--regardless of whether or not they ultimately agree with them--quickly and easily.The book is targeted to the experienced and knowledgeable business reader, which makes the concepts difficult to grasp for the uninitiated. Much can be gleaned from the first couple of chapters, however, even for those with little business knowledge or vocabulary. And with perseverance and multiple read-throughs the concepts become easier and easier to assimilate. Obviously, I believe that multiple exposures to it is well rewarded in the end.

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