112 The Winning Factor F intellectual, but because once leaders truly understand imagery at the conceptual level, they change forever how they communicate with others. People cannot do things they can't imagine. We will see as we go through this chapter that imagery is truly the language of action, of the body. We all run images all the time but just aren't aware of it-- and many of them restrict us in dramatic ways. You know how we always say that more than 70 percent of communication is nonver- bal? That's absolutely correct. Body language is just a representation of the images the person is running in his or her mind. In the chap- ter on trust we talked about progression, and progression is vital here as well. Let's take the time to slowly build this section so that at the end of it everyone, including you, will be able to imagine many ways they could use the language of imagery to ignite the Third Factor in those under their care.