In Brazil, persuasion happens through relationship. The same argument succeeds or fails depending on who makes it, to whom, and what connection exists between them. Trying to persuade someone with whom you have no relationship puts you at a disadvantage—you lack the trust and goodwill that make people receptive. Before attempting significant influence, invest in relationship.
This doesn’t mean you need deep friendship with everyone, but treating people with genuine warmth, showing interest in them as people, and building even basic rapport creates conditions where your arguments get fair hearing. Cold approaches—however logical—face resistance. Brazilian audiences evaluate not just what you’re saying but who you are to them. The quality of relationship shapes the quality of receptivity.
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