To give a dopamine kick and create desire, offer a reward. To give a norepinephrine kick and create tension, take something away. - Oren Klaff

For [target customers] Who are dissatisfied with [the current offerings in the market]. My idea/product is a [new idea or product category] That provides [key problem/solution features]. Unlike [the competing product].

Another way to control the frame is to respond to a comment with a small but forceful act of defiance. TARGET: “Thanks for coming over. I only have 15 minutes this afternoon.” YOU: “That’s okay, I only have 12.” You smile. But you are serious, too.

who believes that we feel decisions in our body, not our mind. There’s a whole side to us that computers don’t have and the “rational economic man” economists like to talk about doesn’t have either. Our bodies “know” the situations we meet in life and how we should respond.