January 2015
Beginner
216 pages
3h 37m
English

The easiest way to influence somebody to do something is to ask them to do something that they already want to do. If this sounds obvious, it is. Self-interest is the most important motivator we have, so to ignore it as a source of influence would be foolish.
Your challenge as an influencer is to discover what is in my interest; to ask, “What’s in it for me?” When you can find a way to link your objectives with mine and offer me an opportunity to satisfy my self-interest, then you have my support at your disposal. This chapter examines what makes up self-interest, how you can discover it, and what is the role of altruism – our desire to put ...
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