If we are paying attention to something, it's important. That's how we decide to pay attention. But a communicator can reroute our attention to something that isn't important, but make it seem important as a consequence.

Pre-suasion is the practice of getting people sympathetic to your message before they experience it.

We will use the actions of others to decide on proper behavior for ourselves, especially when we view those others as similar to ourselves

By concentrating our attention on the effect rather than the causes, we can avoid the laborious, nearly impossible task of trying to detect and deflect the many psychological influences on liking.

Pre-suasion is the practice of getting people sympathetic to your message before they experience it. It's the ability to cause people to have something at the top of their consciousness that makes them receptive to your message that's yet to come.

The truly gifted negotiator, then, is one whose initial position is exaggerated enough to allow for a series of concessions that will yield a desirable final offer from the opponent, yet is not so outlandish as to be seen as illegitimate from the start.

At the beginning of each lecture I say, 'Here's a set of events unexplainable by common sense, and I promise you'll be able to solve this mystery at the end of class.'