To successfully lead you need to master the art of influence. According to long-time product leader for Chrome at Google, Tyler Odean has found that what most people think of as vision is actually persuasion.

In the Fast Company article, “Let This Former Googler Help You Tap The Science Of Persuasion,” Odean presents the science that has informed his approach and the persuasive tactics you can use that will make you more convincing.

When you are preparing a persuasive presentation or message, what steps do you to take to ensure that your argument is more appealing? Consider using his five guiding principles as a checklist before that next big meeting.