7Provide Assistance
SOCIAL ABILITY
Never run after your own hat—others will be delighted to do it; why spoil their fun?
—Mark Twain
As we’ve just discussed, most of our actions are far more influenced by others than many of us imagine. That’s why influencers take care to ensure that those they want to influence are sufficiently encouraged to adopt vital behaviors. But encouragement isn’t enough. Offering a supportive smile is good, but when people need permission, information, coaching, or hands-on help, a friendly nod won’t cut it. It’s time to make use of source 4, social ability.
So we’ll start this chapter with one of our favorite examples ...
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