Confidence is contagious. Someone declaring a position with ringing certainty is more likely to inspire than someone who hedges their bets. “We may fight them on the beaches; it depends a bit on the weather,” would have been a lot less persuasive. What is true of Churchill’s wartime oratory is true in less dramatic circumstances. A study by Matthias Brauer of the University of Mannheim and his co-authors analysed language used in letters from activist investors; it found that more confident letters were associated with more successful activist campaigns.
