psychology

Sales promotion agencies (the good ones) are familiar with this approach… that of: “make people buy and hopefully they’ll love you” rather than “make people love you and hopefully they’ll buy.” Their philosophy needs to be as much at the heart of what we do as any other.

Your most important challenge in developing a fact-based worldview is to realize that most of your firsthand experiences are from Level 4; and that your secondhand experiences are filtered through the mass media, which loves nonrepresentative extraordinary events and shuns normality.

A helpful exercise is to describe the situation from the beginning, either out loud or in writing, as if to a stranger who isn’t aware of any of the specifics—much like Holmes talks his theories through out loud to Watson. When Holmes states his observations in this way, gaps and inconsistencies that weren’t apparent before come to the surface.

It is the vanity of the ego that claims thoughts as “mine.” Genius, on the other hand, commonly attributes the source of creative leaps of awareness to that basis of all consciousness, which has traditionally been called Divinity.

When we see the opposing side show nerves emboldens us in strength. We feed on fear.

High current profitability often leads to overconfidence among managers, who confuse benign industry conditions with their own skill – a mistake encouraged by the media, which is constantly looking for corporate heroes and villains.

‘Don’t criticise them; they are just what we would be under similar circumstances.’

Research conducted at Bar-Ilan University in Israel on the rejection-then-retreat technique shows that if the first set of demands is so extreme as to be seen as unreasonable, the tactic backfires. In such cases, the party who has made the extreme first request is not seen to be bargaining in good faith. Any subsequent retreat from that wholly

The Audience Shortcut says:

You don’t need to know how to achieve your dreams.

You need to know who to create value for along the way.

Here are the four simple steps to implement the Audience Shortcut:

1. Choose your big dream. What goal feels just out of reach?


2. Identify your audience. Who could reduce your risk or accelerate your journey? (Hint: