As a social force, Reciprocation is one of the primary psyc… - Josh Kaufman

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As a social force, Reciprocation is one of the primary psychological tendencies that underlie human cooperation. The “You scratch my back, I’ll scratch yours” instinct is powerful and forms the foundation of friendships and alliances. Historically, gift giving was how the powerful remained in Power: in throwing lavish parties or generously awarding titles and land, leaders increased their influence by amassing a store of favors that could be called in during times of need.

Josh Kaufman

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Ramit Sethi recommends applying what he calls the “85% Solution.” So many people get wrapped up in making the perfect decision that they wind up overwhelming themselves and doing nothing.

Now, people have the ability to filter out anything they don’t want to pay Attention to, either by ignoring the offending message or by shifting their Attention to something else. The moment you start talking about something your prospects don’t care about, they’re gone.

The best businesses in the world are the ones that create the most value for other people.

As a social force, Reciprocation is one of the primary psychological tendencies that underlie human cooperation. The “You scratch my back, I’ll scrat… - Josh Kaufman

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