" This insight offers an important lesson for communicators wishing to increase the persuasiveness of a message. It can be easy to conceal a small doubt, tiny niggle, or slight uncertainty in your argument, believing those small things could make a large and detrimental difference to your success. However, in situations where it is clear that no single obvious answer exists, signaling a small uncertainty, rather than being detrimental to your cause, could make a big and beneficial difference to it. As a result, when seeking to persuade decision makers, a business consultant, rather than hiding or covering up minor uncertainties about a recommendation, might instead embrace them in the knowledge that they can actually make him or her more persuasive—assuming, of course, that the case is a strong one. Doing so affords another advantage—it is a strategy that is likely to build trust as well. "

― , The Small Big: Small Changes That Spark Big Influence