To Sell Is Human: The Surprising Truth About Moving Others

by Daniel H. Pink

Below is an example, which shows that the person with the initials JW talked the most, that many of the comments were directed at AB, and that SL and KC barely participated.

We often understand something better when we see it in comparison with something else than when we see it in isolation.

In other words, reducing consumers’ options from twenty-four choices to six resulted in a tenfold increase in sales.

Experiences also give us something to talk about and stories to tell, which can help us connect with others and deepen our own identities, both of which boost satisfaction.

Merely assigning that positive label—helping the students frame themselves in comparison with others—elevated their behavior.

“adding a minor negative detail in an otherwise positive description of a target can give that description a more positive impact.”

Being honest about the existence of a small blemish can enhance your offering’s true beauty.

Ask the Five Whys.

The purpose of a pitch isn’t necessarily to move others immediately to adopt your idea. The purpose is to offer something so compelling that it begins a conversation, brings the other person in as a participant, and eventually arrives at an outcome that appeals to both of you.