Chapter 4
Likeability
matters
‘Beginning today, treat everyone you meet
as if they were going to be dead by midnight.
Extend them all the care, kindness and
understanding you can muster. Your life will
never be the same again.’
Og Mandino, sales guru
L
ikeability wins elections. Every American president since
1961 has been the candidate considered most likeable by the
electorate. During the 2008 US democratic nominee
election, likeability was a major talking ...
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