โTalk to a man about himself and he will listen for hours.โ Benjamin Disraeli, former UK prime minister. Benjamin Disraeli goes to show the power of charm, knowing what your audience wants, and giving it to them. Too often we are experts in our own agenda, with little or no awareness of what makes others tick. We jump headfirst into pursuing what we want, but donโt think about what our audience or marketย needs.