Research consistently places the non-verbal component of communication, including body language, facial expression, tone, and pace, at somewhere between 60% and 90% of the total signal received by a listener. Lustberg's coaching experience is consistent with this: in his work with politicians and executives, the most technically correct verbal message delivered with the wrong body language regularly failed, while a simple, genuine message delivered with open and confident non-verbal signals regularly succeeded. The signals he focuses on are specific and learnable. Eye contact: not a fixed stare but a quality of genuine engagement, looking with interest rather than scanning or avoiding. Facial expression: the open, interested, warm face versus the closed, flat, or defensive one. Posture: the upright, open body that signals confidence and engagement versus the hunched, crossed, or turned-away body that signals discomfort or disengagement. Gesture: natural movement that reinforces the verbal content versus either the absence of movement (which reads as frozen and tense) or excessive movement (which reads as anxious and distracting). Lustberg is particularly focused on what he calls the 'open face': a relaxed, attentive facial expression that makes the listener feel seen and heard. Most people in professional contexts adopt what he calls the 'professional face': a controlled, neutral expression that protects them from appearing too emotional. This face reads as closed, detached, or even hostile. The open face, by contrast, creates immediate warmth and connection.