210 Savvy activities not only help to create a positive impression, they also help to ensure that good performance is recognized. Many years ago, Albert Mehrabian came up with the 7/38/55 rule. He found that only 7 per cent of the impact of an individual's communication can be attributed to the words they use, while 38 per cent is linked to tonality ­ the way in which the words are spoken ­ and a staggering 55 per cent to body language. So, if you want to convey a message, you have to speak with impact, look the part and make sure that your delivery is con- gruent with the words ­ as well as pulling together a compelling presentation. First impressions