The obligation to receive reduces our ability to choose whom we wish to be indebted to and puts that power in the hands of others.

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.

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

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.

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.'

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

Our best evidence of what people truly feel and believe comes less from their words than from their deeds.