Trust is the glue of life. It's the most essential ingredient in effective communication. It's the foundational principle that holds all relationships.

Effective communication is 20% what you know and 80% how you feel about what you know.

To effectively communicate we must realize that we are all different in the way we perceive the world and use this understanding as a guide to our communication with others.

Polite and velvety leaders who take care to avoid bruising others are generally not as effective at forcing change.

With the never-ending stream of new social technologies apps and platforms rolling out every day its easy to get lost in the minutiae of social media. Yet for there to be effective change especially within large top-down hierarchical institutions a company must have an over-arching understanding of the new role it has to play.

Brands must empower their community to be change agents in their own right. To that end they need to take on a mentoring role. This means the brand provides the tools techniques and strategies for their customers to become more effective marketers in achieving their own goals.

Effectively change is almost impossible without industry-wide collaboration cooperation and consensus.

It's not just the kid who's spent every penny from his job to upgrade his car to tell the world he cares about sports cars it's also the person driving around in a fuel-conscious hybrid electric car because it's more a message to the world than an effective means of saving fuel to be quite honest.

It's far too much to say that effective hoping is the only - or even the biggest - part of what it takes to succeed. If 14% of business productivity can be attributed to hope that means 86% is dependent on raw talent fickle business cycles the quality of the product you're selling and often pure dumb luck.

A business of high principle generates greater drive and effectiveness because people know that they can do the right thing decisively and with confidence.