If one felt successful, there’d be so little incentive to be successful. - Josh Kaufman

The philosopher kings behind what passed for management psychology were Ivan Pavlov and, later on, B. F. Skinner, who believed that if you discovered and applied just the right stimulus, people would behave however you wanted.

People buy because they believe they’re getting more value in the Transaction than they’re spending.

advertising attracts attention, attention brings prospects, and prospects lead to sales.