Tony Schwartz believed that traditional rules of communication are flawed because we do not put messages into people's heads, but evoke a responsive chord already in the receiver.

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Tony Schwartz, a media theorist and advertising executive, proposed the "responsive chord" theory which suggests that communication works not by delivering messages directly into people's minds but by evoking responses based on what is already present in the receiver's experiences and emotions.

Tony Schwartz Believed That Traditional Rules of Communication Are Flawed