The second important thing to understand is that we, too, have our preprogrammed tapes; and, although they usually work to our advantage, the trigger… - Robert B. Cialdini

revolutionaries are more likely to be those who have been given at least some taste of a better life.

there’s a telling answer to the question of what Albert Einstein claimed was so remarkable it could be labeled as both “the most beautiful thing we can experience” and “the source of all true science and art.” His contention: the mysterious.

With this single maneuver, Vincent engaged several important principles of influence. First, even those who did not take his suggestions felt Vincent had done them a favor by offering valuable information to help them order. Everyone felt grateful, and consequently, the rule of of reciprocation worked in his favor when it came time to decide on his gratuity. Besides hiking up the percentage of his tip, Vincent’s ploy also placed him in a position to increase the size of the party’s order. It established him as an authority on the current stores of the house: he clearly knew what was and wasn’t good that night. Moreover — and here is where seeming to argue against his own interests comes in — it proved him to be a trustworthy informant because he recommended dishes slightly less expensive than the one originally ordered. Rather than having appeared to try to line his own pockets, he seemed to have the customers’ best interests at heart.