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.

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

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.

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

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.'

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

The factor that frequently determines whether people are going to make a particular choice is not the factor that counsels wisely or the one that leads to the greatest economic benefit. It's the one that's top of the consciousness in the moment.