Some experts spend considerable eff ort removing emotion from their empirically based work. Many experts think emotion is irrelevant to their expertise. They attempt to convince others of their informed viewpoint through antiseptically developed scientific methodology and statistically significant conclusions. But even the soundest reason has its limitations.

We often think people should control their emotions when they get excited, weepy, or angry, but we rarely suggest emotional control when someone is void of emotion. Western culture encourages emotionless interactions, and experts seem particularly inclined to oblige. Being emotionless may seem like the safest approach to professional interaction, but it is not the most effective. If you are not passionate about your subject, others will not be passionate about it either.

It is emotion, more than proof, that motivates a person to act on your words. It is emotion, more than statistics, that inspires, and it is emotion, more than probability, that reassures. The more you subtract emotion from your work, the less persuasive your arguments will become.

The best experts control their emotions. They are not hotheads, but they are also not stone-cold statues either. They intentionally insert emotion where appropriate to be most effective. Controlling emotion is not just a process of removing it. No, controlling emotion means you can turn it on and off to create and enhance your relationships of trust.