It doesn’t matter how well you argue, the way your points are crafted, or how elegant your flow and logic. If you do not have high status, you will not command the attention necessary to make your pitch heard. You will not persuade, and you will not easily get a deal done.

primarily in the field of medical devices. Intriguingly, while at Dow Corning in the 1960s, he helped to invent the first generation of silicone breast implants. Today, he owned two companies: MediCor and Southwest Exchange. MediCor’s breast implant business had looked promising for a while. But the success enjoyed there was short-lived, and McGhan turned desperate. To keep MediCor solvent, McGhan began siphoning money from Southwest Exchange. Southwest Exchange, which McGhan bought in

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A frame is the instrument you use to package your power, authority, strength, information, and status. 1. Everyone uses frames whether they realize it or not. 2. Every social encounter brings different frames together. 3. Frames do not coexist in the same time and place for long. They crash into each other, and one or the other gains control. 4. Only one frame survives. The others break and are absorbed. Stronger frames always absorb weaker frames. 5. The winning frame governs the social interaction. It is said to have frame control.

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To solidify the prize frame, you make the buyer qualify himself to you. “Can you tell me more about yourself? I’m picky about who I work with.” At a primal, croc brain level, you have just issued a challenge: Why do I want to do business with you?