If you don't know what their highest values are, it's wise to take the time to identify them because it determines whether or not they'll take action on your recommendations. Then, when communicating with them, master the art of speaking in terms of their highest values. Remember, people try to live and fulfill their highest values. If you help them see how your advice meets their highest values, they'll most likely follow it. If not, they'll tend to resist, perceiving it as interfering with wha