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That line made me stop and think. At first I thought it was an exaggeration, but then I realized it was exactly true - however, I don't think the author understands it fully. If someone offered to sell me that pill, I wouldn't say, "Ah, but you were kind of brusque, I don't think I'll buy it." I would say (well, think, actually), "I don't think I trust you that it's this easy and safe, so I won't buy it." The key is trust. The insight the author missed is that we more easily trust people who make us feel good, among other things (attraction, social standing, etc.). > Shelly in Wichita is not going to buy what you’re selling, no matter how good the deal is, if she can clearly hear in your voice how much you hate your job and, by extension, her. I think this again misses the point. Shelly doesn't necessarily think you hate her, but she has no reason to trust you. If your product was good, and people were better off for buying it, you probably wouldn't hate selling it so much. |