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.

What new psychology suggests, it's the factor that is top of consciousness at the moment before you make that economic decision that will win the day.

The joy is not in experiencing a scarce commodity but in possessing it.

Presuasion is what you say immediately before you deliver your message that leverages your success tremendously.

A few years ago, the Bose Acoustics Corporation had a new product, the Bose Wave Music System. And their ad campaign for it was not successful until they changed one thing. At the top of the ad they said, "Hear what you've been missing." And that caused the skyrocketing of the interest in purchasing of the product. Why? Because with something new, people are uncertain, and when they are uncertain, they want to avoid losses.

There is a study that shows that people who were asked their political opinions, when there was a picture of the American flag in the corner of the questionnaire, reported more favorable attitudes toward Republican Party positions, because the flag is typically associated in people's minds with a Republican belief set. If people vote at a polling place inside a church, they vote more Republican. If they vote at a polling place inside a school, they vote more Democrat.

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.