In its original form, this was chosen as the theme of the international MENSA conference at Queen's College, Cambridge. It demonstrates how to turn words into actions and how to present yourself in any situation - ask for a rise, propose marriage, write a compelling sales letter. This study intends to launch communication in the 1990s. The author has been creative head with famous advertising agencies and a consultant to international companies. He has written and produced award-winning TV commercials for Britain and the USA.