I wonder if it's not in politics / war books too. Tap into others pride and principles to ensure their motivation for your goals. Internet "truth" is a great example, but I've seen this at work too, if you spin your question in a way to tickle others need for validation or superiority, all of a sudden you have a very strong engagement.. while on average people will refuse to help you. I don't like manipulating people, but society can be a never-ending source of absurdly high friction that any trick to avoid wasted energy is a strong survival skill to me.