When this works even better for liking principle, it does when we have had some kind of situation in which we've been excluded from an interaction. Are really looking for that connection, that friendship association. That can be the case as well. I want to again talk about hattid offend against that. But before we get there, my favourite example from the book, i think it was joe gerard. Can you tell us about him and how he used this? Yes, joo gerard, he was the world's greatest sales person, according to the ginis book of records. For like 12 years in a row, he sold automobiles, chevrolet s, from a

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