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Emphasize positive angles. Saying what you are for, instead of what you are against; what you're going to do, not what you won't do; what you can do, rather than what you can't do.
For example, as part of a licensing agreement a large computer company was required to provide telephone support to users via an 800 number. When a call came in on a complex question, the company's reps would spend hours researching the answerbut no records were kept.
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