The easiest way to influence somebody to do something is to ask them to do something that they already want to do. If this sounds obvious, it is. Self-interest is the most important motivator we have, so to ignore it as a source of influence would be foolish.
Your challenge as an influencer is to discover what is in my interest; to ask, “What’s in it for me?” When you can find a way to link your objectives with mine and offer me an opportunity to satisfy my self-interest, then you have my support at your disposal. This chapter examines what makes up self-interest, how you can discover it, and what is the role of altruism – our desire to put ...
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