In a court of law, we recognize that being an elite litigator is a talent.

In the movies, great writers and great actors earn millions of dollars because they are emotionally effective.

It’s not just the facts that matter in a case, but all too often the way the facts are explained. The way the argument is constructed and delivered.

There’s a reason that well-funded, expert legal teams routinely trounce the little guy. Convincing a jury is a skill.

In a courtroom, we can accept that this skill might be the difference between life and death. We can accept that how we structure, phrase, and present our case has a lot to do with how an argument is perceived.

But in business? I see so many founders who ignore this fundamental truth.

Technical founders think the facts of their business are all that matter. The more savvy understand that frivolities like positioning, identity, and brand are everything for consumer perception.

It’s not what you say. It’s how you say it.