The principles — consistency, reciprocation, social proof, authority, liking, and scarcity - Robert B. Cialdini

audiences have been successfully manipulated by those who use social evidence, even when that evidence has been openly falsified.

He who wants to persuade should put his trust not in the right argument, but in the right word. —

As a general rule, whenever the dust settles and we find losers looking and speaking like winners (and vice versa), we should be especially wary of the conditions that kicked up the dust — in