The 16%

Obama KidI absolutely love this picture that has been floating around the internet all week.

If you don’t know the background of this photo, a retiring U.S. Secret Service agent and his wife came to the White House to meet President Obama. Apparently their son was either bored or unamused because instead of marveling in the presence of the Commander-in-Chief, he face-plants onto the Oval Office’s couch.

Every single person in leadership, or wanting to be in leadership, should plaster this image in his or her head because it sums up what you have to do every time you prepare your next message or meeting—convince the audience why they should care.

What’s in it for them? Why should they have interest? Why should they “get off the couch” and join your conversation?

Imagine that every one who needs to receive your message is this little boy—buried into the couch, not…

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