In contemporary sources on communication strategies and techniques, the main emphasis is usually placed on the strong features of a speaker. For instance, a speaker should obtain a certain level of confidence, be assertive, charismatic, should have a good body language, and generally be perfectly prepared.  These techniques can really be effective and relevant in the field of communication but it is often the case the audience doesn’t get persuaded, or motivated by the conveyed message.  Keep reading if you are curious to know what is the secret ingredient of truly effective communication, which you can apply starting from your everyday chats with closed ones to the greatest public speeches in history.