Modify your communication according to how your audience makes decisions and forms opinions. On one end of the continuum are people who make decisions based on logic and facts, weighing the evidence to arrive at an objective decision. When communicating with this type, be brief and concise, calm and reasonable, and present the pros and cons. On the other end of the continuum are those who make a decision based on how it may impact relationships and others’ feelings, seeking ways that avoid conflict. When communicating with this type, show how the idea affects people and is valuable to them, and be aware of how you communicate in terms of your nonverbals and body language.