To peel each of these layers, you need to master the art of asking questions. The true, rational, and emotional impact often lies several layers deep, which will require a series of questions to uncover.

There are two ways that impact is perceived: rational, which is measurable using facts and figures, and emotional, which is based on feelings and experiences. Research shows that people tend to make an emotional decision and then validate that decision with facts and figures.

Pro tip: Open layers in the dock on the right-hand side. Turn layers on or off according to what best fits your use case.

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