In this episode of Nonprofit Nation I am thrilled to welcome back the brilliant Tamsen Webster, a renowned message strategist, author, and keynote speaker, whose latest book, Say What They Can’t Unhear: The 9 Principles of Lasting Change, is launched on October 8. Tamsen brings her 25 years of experience in message design and change communication to the table, offering actionable insights for anyone looking to create meaningful, lasting change.

We discuss:

• The core principles that help create lasting change without relying on manipulation or authority.
• Why pain-based and authority-driven methods of influence often backfire and what works instead.
• How to communicate in a way that makes your message impossible to forget and drives real action.
• The importance of ethical persuasion and how leaders can build trust and buy-in that lasts.
• Simple, actionable strategies for implementing her persuasion proverbs in any environment, from large organizations to solo businesses.
• Real-world examples of how these principles have driven sustainable change in major companies and industries.

About Tamsen Webster

Throughout her career, Tamsen has worked with major organizations such as Harvard Medical School and Johnson & Johnson, helping them communicate their ideas in ways that resonate deeply and lead to long-term impact. She previously served as the Idea Strategist for TEDxCambridge and is currently pursuing her doctoral studies at Teachers College, Columbia University, focusing on the adoption of new ideas.

Selected for the 2022 Thinkers50 Radar, Tamsen is widely recognized for her innovative approach to change communication, focusing on ethical, inside-out persuasion that avoids manipulation or coercion. She has been featured on numerous podcasts and stages, where her insights continue to transform how leaders, entrepreneurs, and changemakers communicate.

For more information, visit TamsenWebster.com.

Connect with Tamsen on LinkedIn
Follow Tamsen on Instagram: @tamsenwebster
The Message Institute

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