Persuasion: ethical influence and the Maxwell Law of Buy-In

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• Touch a heart before you ask for a hand

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• Mirror, Label, Calibrated questions, Get to "no" first, Black Swans

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• Ethos (character), Pathos (emotion), Logos (logic) — in that order

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• Describable to the other party without losing trust = persuasion; not describable = manipulation

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• The persuasion happens before the persuasive content — direct attention first

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