In large measure, who we are with respect to any choice is where we are, attentionally, in the moment before the choice.

Embarrassment is a villain to be crushed.

The truly gifted negotiator, then, is one whose initial position is exaggerated enough to allow for a series of concessions that will yield a desirable final offer from the opponent, yet is not so outlandish as to be seen as illegitimate from the start.

Our best evidence of what people truly feel and believe comes less from their words than from their deeds.

By concentrating our attention on the effect rather than the causes, we can avoid the laborious, nearly impossible task of trying to detect and deflect the many psychological influences on liking.

Pay attention to your feelings, ... Don't be concerned with what others think. Color is a highly personal choice.