B U S I N E S S C O M M U N I C AT I O N Taxes: Building and Maintaining Wealth I t’s not how much you make; it’s what you keep. Many people in the US earn their money from a regular job; they get a paycheck and routinely pay income taxes. But the way wealthy Americans make money is more diverse, as are their investments. What wealthy Americans know is that the key to financial planning strategy is taxes. They know how to create sophisticated tax-saving measures, which in turn save dollars that can be reinvested to generate additional wealth. Recently, the United States income tax code underwent significant changes. This course demystifies the revisions to the tax code and examines their impact on a broad range of financial planning strategies, including purchasing a personal residence and other investment real estate, financing education, saving for retirement, estate planning, charitable giving, and minimizing the alternative minimum tax. The course goes beyond introductory financial planning to look at how you can create more complex tax-saving tech- niques just in time for tax season. We will cover the still-relevant details of the SECURE and CARES acts and other new legislation passed into law. By the end of the course, you will have the tools necessary to estimate your tax bill and be able to fold your knowledge of the new tax laws into your financial strategy. C h r i Stoph e r C a n e lloS Senior Advisor, Stanford Financial Management Services Christopher Canellos has been a certified public accoun- tant for more than four decades. He is a recipient of the Walter J. Gores Award for Excellence in Teaching and was a lecturer at the Stanford Graduate School of Business from 1982 to 2006. Canellos received an MBA from Stanford. BUS 64 Mondays, 7:00 – 8:50 pm (PT) 5 weeks, July 10 – August 7 1 unit, $450 Refund Deadline: July 12 Course Format: On-campus C O M M U N I C A T I O N The Science of Being Memorable and Influencing Decisions E ffective communication motivates an audience. When you communicate, you typically want your audience to be moved in the moment and to act in the future. But what influences their decisions? The answer is simple, yet complex: memory. People make decisions in your favor based on what they remember. However, research confirms that audiences forget 90 percent of what you share after two days. So how can your audi- ences act on what you say if they don’t remember most of it? And how do you drive toward specific decisions in the face of cognitive inertia? By leveraging research in neuroscience and decision-making, this course will help answer these questions. Through exercises, lectures, and discussion, you will learn and employ a series of best practices that will make your content (e.g., sales pitch, marketing message, training materials, finance review, or technical data) more memorable and actionable. Specifically, you will learn how to create an optimal “10 percent message” that is rewarding to the brain, easily remembered, and linked to a desired action. You will also learn how to influence memory with precision, use decision drivers that impact long-term memory, and use a five-step, persuasive template to spark action. Advanced-level proficiency in spoken English is required. C a r m e n Si mon Cognitive Neuroscientist Carmen Simon consults with major corporations on human memory and decision-making processes. She is the author of Impossible to Ignore: Creating Memorable Content to Influence Decisions. Simon received a PhD in cognitive psychology with a focus on neuroscience from Capella University. COM 75 Saturday, July 15 Sunday, July 16 10:00 am – 12:30 pm (PT) $270 Refund Deadline: July 8 Grade Restriction: NGR only; no credit/letter grade Course Format: Live Online 77 R EGIS T R AT IO N F O R AL L C O UR S ES B EGINS ON MONDAY, MAY 22, AT 8:30 A M (P T ) R EGIS T ER O NL INE AT C O NT INUINGSTU DIES.STA NFORD.EDU