In Brazil, warmth is a persuasive resource. The person who projects genuine warmth, who creates positive feeling, who is pleasant to interact with achieves influence that cold competence cannot match. Brazilian culture values simpatia—being agreeable, warm, and pleasant—and responds to those who embody it.
How people feel about you shapes how they evaluate your arguments. The likable person’s arguments are received more favorably; the unlikable person’s face resistance regardless of merit. Don’t rely solely on the strength of your position—attend to how you’re coming across as a person. Smile genuinely.
Show interest in others. Create positive atmosphere. Warmth isn’t optional—it’s a real component of persuasive capacity.
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