[The happy couples] manipulated one another. That's a good thing. While our culture tends to admire straight shooters, [...] those people rarely get their way in the end. (pg. 16)
You need to determine your audience's values and then appear to live up to them. (pg. 60)
- If facts work in your favor use them. If they don't (or you don't know them), then...
- Redefine the terms instead. If that won't w