Joel Bauer-Mark Levy - How To Persuade People Who Don't Want To Be Persuaded by Luis Vallester

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1 6 CII -ANGE TII M OM EN T -E
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CHANGE TH E II VI T V OI EN
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II V ETAPH ORS AS A II AN S OF II NG SE VE V AKI NSE 23
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TII Tp/t syolll ox M ECII I -E - q kk ATl t -AN SM
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TH E TRANSFORM ATI I ECHAN I VI ON VI SI
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TH E TRANSFORI ATI I ECHAN I VI V ON VI SI
TA K I G AN EN TERTA I M EN T I V EN T O RY N N N
l c led a m e ni m a t i k,bu i ca a s be ot r t ngs a ' al ve cha s rc t t n lo he hi : puz e,a rddl a conundr ,a pi e oforgam i Anyt ng t t zl i e, um ec i . hi ha e er a ns i m e or bl ,fi per pec i e,a gi scl rt qua nt t i , s m a e lps s tv nd ve a iy l ii s a a m e ha s . fe s c ni m To g a f lf how t us m e ha s s t ke a i nt y of et ee or o e c nim , a n nve or w ha you ar dy know how t do.W ha s ls a i e e t do t lea o t kil nd nt r s s you ha t tm a lt he p you pr a poi m e a ve ha y a er l ove nt t phorca l i l y? W r t down you a wer . ie r ns s
J ltts si '0 i k r' ( to lly?Do you c i me i / t t j y g j g f g v rua /lg g o . o l g har etngs w ih s i nts s Ar you ex r a r c ng de son m a t c e it ? e pe t t ea hi cii ke s Ca you dr w a m ea Ve di gr m ? C a you w rt r? n a n nn a a n ie e- alt ta w a geta w e e D o you ke p a fa l s m i ha l ys ns r d? e lw es da l or ni r iy ga ze ? J lta eyo rb b i ? Do you colc t nte h- e u y LIS. / t r u o be /lg s le t we it c nt r . s a ps Buid c onil s ps i botl s Re d ha d- l d t m ? l ol a hi n te ? a r boie t il r ? S dou e- a k di m onds H i i aba tng c g hrle s ki bl bl c a ? tn ti a e? J ltsil t yo lg ?Ca you ba a chocolt c ke?Fs / t kl 1 u lpe n /lg s 0 t ke ae a ih lke a pr Sk ch a r a i tc s il lf Buid a s ur bui o? et e lsi tl ie? l t dy r u?Thr a c t h a F i be lk a gr d s udent ea ow nd a c rs e i e a t ? J lttf (g:b z l t0yo f?Ca youj ggl k ve ?F nd / t rcsg t u ze 1 u goz n /lg t s ? u e ni s i a s l t d ca d f om a s fe pa k? Add r s oft eee ec e r r hufl d c ow hr di tnu ber i yourhea St r fr w ih s i s D o t gi m s n d? a t ie t tck ? he Sbgb' 'me c oswor i 50 mi e ? r )J s r s d n rl nut s J ltsteq r i tl' yo t f / f t ?o Ca your abotl / t f / uike tll u z . 9 , o ? n /lg ? s f g aop 01 7 ub te a i ta w a ls t botl s i ks Cr t a l t routof ga ns l o he te tc ? ea e obs e a s t ofpa r C alt t s ofa c n s n tm e i a hee pe ? l he os oi eve i s n r ? F x a s x- ylnde engi w ih aha r n? N a e e c ow i i c i r ne t ipi m ah pa tofa m a e l f r pl ea ?
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H OW DO YO U BUI A II LD V ECHAN I VI SI ? 29
H O W D O YO U BU I A M EC H A N I ? LD SM
C r a i yourow n m ec nim i ea y onc you ge t ha of e tng ha s s s , e t he ng i . ' c ea e one now . nk ofa c r ntper ua i pr em . t t Let r t s Thi ur e s son obl l ca be i por a ,but not ng t hea N ot ng t t m a s n m t nt hi oo vy. hi ha ke you c i .Pi k a pr e t tyou ca pl y wih,s you ca ge rnge c obl m ha n a t o n t a f lf t st chni e. ee or hi e qu Yourpr e c l be f om t of i e or obl m ou d r he fc fom yourpe s llf r r ona ie. O nc you ha t t pr e ,e r c t hi conc f om e ve ha obl m xt a t he gh ept r i . n ot wor ,c a a a 1t de a la t nk oft pr e t l her ds ut w y 1 he t i nd hi he obl m i one ge r llne. i t nce: n ne a i For ns a
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he' nots e l r dy. s ur ' ea ' m ' ' w a t m edi i e es e i m y fr ' C D - M a i ' nt he l a nt r t d n im s RO cton ga e a t r l tpa t ' m t he olou ry. ' ' w a m y nei ' nt l ghbor t he p m e ge outw or t t t l a o l t d ha he oc l gove nm ent i c ngi t zoni i our a ea a i r s ha ng he ng n r , nd t c l hur hom eo ner . ou d t w s' ' ' w a t c nce m y da ert be m or r s ' nt o onvi l ught o e e pons bl w ih ie t hera l a e m one ' low nc y. G et i? T her s det i e t e' a l nough t t t s t ton i r ogni ha he iua i s ec za e butnote gh de a lt t la c pl e s or You w a t bl , nou t i o el om et t y. nt he hea i The t bna ls c dlne. hum i ket h. N ow t ke t tc a ha once a m a c i up t e c t s pt nd t h t o a h a kyou do, a tl e you ha a ti you know,a s e i one s dslghton t nt ve, nd rck nd e f he i he ot r Suppos you ha t pr e ,' w a t conv nce my bos he . e ve he obl m l nt o i s
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s na i t Frs i ta l a t a a a t nton- a , ce ro, he ibee nii ly c s s n t e i gr bber a t n you us i t m a a m et phorca poi . nd he e t o ke a i l nt O r you c d dicus t pr e fr t a brng t Frs , oul s s he obl m i s nd i he ibee out ofyour bref s l t r a a m ea of i e iyi hi i ca e a e , s ns nt nsf ng s i er s on t poi your a nt e t he nt 'e boutt m a e. o k O r you a a c w or r c d pl y Frs e on t lw n i , nd o- ke oul a ibe he a n font ofyour ofi e buidi a w hen you bos c e r fc l ng, nd r s om s out you m a e s r he s syou doi ti k O u t e or , k ue ee ng r c s. t her , l t ri hi ofi e, poi outt pa a l l . a e n s fc you nt he r le s
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t li a s or a e lng t y boutl r ng t t ow a Frs ,your br ngi ea ni o hr ibee 'e i ng yourbos ba k t t tpoi i tm e w he you wer a novi e,a s c o ha nt n i n e c nd t you' de ons r tng yours l no . r gi ng hi avi hen r m tai e kil w You'e vi m s c a e renc er l xpe i e. A m e nim w or s bes whe i' t ngi e.W hen t r ' a cha s k t n t a bl s he es dem ons r ton.W he t per on you'e t yi t pe s de ge s t ai n he s r r ng o r ua t

H OW DO YO U BUI A II LD V ECHAN I VI SI ?
i ve i t s t ton m e a l e otona l a physca l nvol d n he iua i nt ly, m i ly, nd i ly. T he r s ? ea ons Siua i lke t ta e unu ua durng t c s ofa nor a t tons i ha r s l i he our e m l da Butwhe you puta pe s i o a s f ,i r gui ent r a ny. n r on nt a e nt i ng, e t i m entba e out oft or na y st ton, he ca tus he s a - s d, - -he- di r iua i s n' e r t nda d de e e t s el he s f fom you. She ca t g t he r f ns s o hi d r el r n' o o r def ul t nki s r t i s a am ea ofm ent l dim i sng your a t hi ng t a eg e s ns al s s i y a gum e .She ha t r a t dif r l bec us t e e na s i r nt s o e c fe enty, a e he xt r l tm u1 a e dif e . sm or ope t w ha you ha t s y be us i r fer nt She' e n o t ve o a ca e youke f ce he i o be ng ope or d r nt i n. Tw o m or qui k e m pl ofusng w ha you ar dy know a e c xa es i t lea s a m ec nim : ha s
Jo r!0?pl ' wa my neghbort hep me ge outwor 'g ) Jt : ' nt r / l i o l t d a bout how t l lgove nm e i c ngi t z ng he oca r nt s ha ng he oni i ou a e ,a how i c d hur hom e n r r a nd t oul t owner . s' '
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A / efo l u f etr ' ca j gl kni s' f rr yo rgpaoy:' n ug e ve . g l ' A re/g fr: t r l tpat sa tj gglng kniesa a a lcggslAt he olou ry, t r u i t v sn t t nton gete . lt ate ng m edi t twhie k ve e i t r Tel he t ndi a ha l ni s m a be da er ,you ca j e s e hi fr mor y ng ous n uggl om t ng a e dea y.Pu down t kni s a j gl c e ofyour dl t he ve nd ug e opis C D - M a ton ga e. Tel t pe e ' t l t RO ci m l he opl , ' ua l he Ac y, da rhe e i noti j i t s ga .l'i plyi nge r s n ugglng he e mes t n a ng s t . D ipl y t ga e on a s r en,a s w how your hem ' s a he m s ce nd ho c pa ha c ea e a C D - M wih m or bl om ny s r t d RO t e ood a nd gut t n a ga e e r m a Your pr s ha ny m ve de. oduc i gi ng is t s vi t t r t m a k e c l w ha i w a s The kni s gr phi a ge r et xa ty t t nt . ve a ca l s ta c e f s e ni t ga e. ly e ont xt or cr e ng he m
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W H AT I YO U D O N ' H AV E A SK I O R D O N ' F T LL T K N O W O F A PU ZZLE YO U CA N U SE?

Fe rnoti youha no s l orpuzzet us Jo ?t Pes t e o l a f ve kil l o e:- a o rgg Pebe f k J ? Do 'J g tt BePes tl; t t r cu lc i rt Tr ns / 0 gt / g o // /t rgget o he es e! onsde he a t f m a i M ec nim t be s h a powerulper ua r t t l or ton ha s o uc f s de ha ' ve l de t sbook w ih 2 ofm y f v ie . r i no guesw or oa d hi t 0 a ort s The e s s k her lha us d e c a ca a t s t is power You ha onl e. ve e a h nd n t e t o t . ve y t l r a pr c i e t m . o ea n nd a tc he l f c , t a good i a t t y t e m e nim sbe or you r n a t i' s de o r hes cha s f e ea l ne d t m .Tha w a you ge c f t bl a t a i a t ly e he t y t om or a e tr ctng tenton a be ng bol Tr t m a l nc a i or a m e i , i nd i d. y he t u hes nd nf m l etngs a a i ebr k r wih s t a e a r pl nes The i i t nd s c ea e s t ea m t s boa d a . dea s o ha f a t ke youre s ope f tm e w he you c n us ve un nd o ep ye n or i s n a e t hem a m et phorca pe s der i ke st tons l you ge s a i l r ua s n y iua i . f t good a peror i t t f m ng hem now,t wil pa di i nds f you hey l y v de or w he you nee t m m os . n d he t l t r s oft s book,li l a m e ha s a t e of n he e t hi nc ude c nim t he nd ea cha e ,i t hope t ti ls ch pt r n he ha f poon t m outi s a ldos , he n m l es

w HAT I YOL D ON' HAVE A SKI ? F l T LL
you' ty ea m e ha s t n a t r Att book' c l l r ch c ni m he nd he e. he l s onc uson,lofe you a a tona f m ec s st dr w upon. i fr n ddii l our hanim o a la s de crbe ea m ec nim a pa t ofa i ag na y s t lo s i ch ha s s r n m i r iuaton i w hi h you a e t m an cha ac e .Pr s nt t t w a , i n c r he i r t r e e ed ha y t e s t tons w ilgi you a tona i s a hes iua i l ve ddii l dea bout how t us o e t e m ec nim si yourown lf hes ha s n ie.
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A Tr f maton M echani :The M agazi T t ansor i sm ne es

The st ene Your t diect ofa maretng fr s ed i frtcl son a cr s /e he r or k i im, eat n is as osc r fi t Nextt yousi a pr per -ookig woman,clary ounty l . gh o t s os ousl n e l anexecut f t i ype, humbig t ou a magazie.Youe ange wel ve n hr gh n xch c ng n . omi ods A f mi t it t ti yousrk up a c erat about ew nues no he rp, tie onv s i on te desiat t weat ,h pr es on.Sh gi bref poleanh tn i he on, her er of si e ves i , i t s sabou h dat ecompan and as saboutyourI elhood. wer t er abas y k i i v Yous l I i and whs :zDo your l wan t know? mie, ean n, iper z eal y to I' a Ite fi eni Some peopl can' handl i. ts il rght ng. t e t e t' You odd ans moment i sarl her Sh sus t havi r wer arl t t y es . e' ed o ng herqu tonsan wer wihoutpr esi s ed t eambl orarii Y sh i i e tfce. et e s nti ed.Bec e youdon'appeardanger s s ed i frtcl s, rgu aus t ou - eat n is as el egant dr s s deci t go al and pr s you f mor l esed- he des o y ong eses or e i or i nf maton.
' ce efeigsona grn s ae'y s y z orc p a ' rat e l I n a d c l ' ou a . Mai ororton ,Ik Appl and Del hie met cr e a specii t off i i s ie e l r , o eat fc ype eel ng i t rcl t. n hei i s' en Sh wonder h youdo t . e s ow hat zL me gie youa demonsr i . zet v taton ' Asyoucons cu sy t naway,youas te womant pi up pi ou l ur kh o ck hermagazie.zF t ough i,'yous ,zl you mid wih i n zage hr t' ay food r n t nf maton.Th magazie hasf hundrd ors pages wih hun or i at n wo e o , t dr ofpit esand tou andsofwor Keep fi n backand eds cur h s ds. l g ppi f t L aIt if matonwhi ar d isde yourhead. orh. et Ihat nor i p oun n i zNow geta r z andom numberi mid ...and t nt tatpage. n n ur o h Scant page,notc te wor ,I sofwor ,go t t t In he ie h ds ot ds o he op ie. L att I s wor on tatIn I n ipuli .See i fas ook he onge t d h ie. magie t sng tl h i See tat d fas ng asi isona websi s een. aket ng. h wor l hi ft ' t cr M e hat wor brght T n up te contas.Brght .Brght .BrghersilShu d i . ur h r t i er i er i t tl t . te magaziel h n '
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Behl t Stene nd he Iv t i te eary 1 n ened n h l 960sby pr eacherDavi Ho t seas -od y, hi yt do mech s c con nc peopl tatyou h ps cabit .Her anim an vi e eh ave ychi li ies e youwi us iasa pi e ofwhi ial t r ttatb0t atr t aten l et l ec msc sagecaf h h tacs t t nand en esyout pr enty oferng i i met i o abl o es our f i n t aphorcal e. s i wak T peror te me o f m h chanim,cl s andesi y obt n f pi ofi tnel ai wo eces nf maton:a page numberfom t mi e ofa magazi an t or i r he ddl ne, d he I onges wor ont t In oft page. t d he op ie hat Th if matonwoul h beensmpl t ac r i t aiplne at nor i d ave i e o quie n he r a s enaro.F isan e,youc d h e s t a pageand awor c i or n t c oul av pot ed d whenyouwer frts atd,asyouc u l gl c overattewoman. e is e e as al an ed y h Or youcoul h n ed wh s wasr n puld a du iat , d ave ot at he eadig, l e pl e c fom te i-l htmagazie r ,t n t anappr i e pagean r h nfi g n ack ured o oprat d wor an si te publ i backi pl e.W hatv y modu d, d l h d i on cat n ac e er our s oper ,youh t if maton i mid,and n on i tewier andi ave he nor i n n o e sh s .
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T H E BO D Y M ETA PH O R
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W HAT A BODY II APH OR LO O KS LI V ET KE
W H AT A BO D Y M ETA PH O R LO O K S LI E K
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TII BODY M ET - OP -E APII -
' e, ' yourde a lque tonsa e i por a ,butl t ne f ge Se t i si r m t nt e ' ver or t s t t m y pr s a pr ha oce s nd oduc a e a t r boutcr tng a c pa t t ea i om ny ha ca pr n oduc i doz ns ofdif r ntdie i a onc en e fe e r ctons t e. ' y pr e s i a ' M oc s s bout lber ton. l' a i ai t bout i s nnova i l' ton. t s a bouthe pi yourc pa do w ha i wasm e ntt do whe i l ng om ny tt a o nt 1eror s a is be t' 7 f m t t s. ' D oesyourBody M e a t phort n t st ton a ound? M a ur he iua i r ybe. W ha i doesdo i br k t de r m enthea oft i pr oc utt s ea he pa t ds he r e c pa i w ih m i ta a ge t m ba k on t a k,s you ca pe ton t nu i e nd t he c rc o n r s de t m on t bene isoft bi pi t e. ua he he ft he g c ur T hi e m pl us s ee ng a r e i a a m ea s xa e ed qu zi nd el asng s ns dem ons r tng wha ha nsw hen you r m ove apl i t s t ai t ppe e ug n he ys t m .H ow m i a sm ia de ons r ton be u e t i l nce e ght i l r m t a i s d o nfue ot si yourow n lf ? her n ie
BO D Y M ETA PH O RS A N D YO U
Per ps a e pl e ofyour i a r i ofm a ng a m i t k a ha n m oye s s fad ki s a e nd herca i i ge tng i t w a ofhe dute .You w a t br a uton s t i n he y r is nt o e k her of herpe f c i s ,s you i t her i o your of i e a r e tonim o nvie nt fc nd di c s t st ton. urng yourt l you l d he t ough t s us he iua i D i a k, ea r hr he s ue ng a r e sng,de ons r tng how w he you'e t ns , q ezi nd el a i m ta i n r e e i' ha d t f us on a yt ng ot r t n t t ns on.H ow e , t r o oc s n hi he ha he e i ver w he you r ea e t t i i' e i rt f uson e r hi i n el s he enson, t ase o oc s ve yt ng n fontofyou. r You c d a s fi t r tonae be nd t s e ng- ndoul lo lp he a i l hi he que zi a r l sng e er ie,a br ng up t postve a pec oft i e ea i x c s nd i he ii s t enson. For i t nce you a k a s a k em pl ns a , s lc oyee t t e up, a o ens nd dr w a t i t t pr a t ent on o he onounce m us e i hi f ea m s d cl s n s or r . T he you a k hi t r l x,a s n s m o e a nd how how t e m us esdi a hos cl s ppea .Yourpoi :W he w e oper t a f lca c t we do w ha r nt n a e t ul pa iy, t w e w e e m ea t do.O urbodi ge s r r nt o es t t onge ,ourabii i i r ltes ncrease.
You c d a s us t s e ng a r l s ng a a m e of oul lo e he que zi nd e ea i s ans s w i ha m ony a ba a e. ns on w ihoutr l xa i ca e ho ng r nd l nc Te i t e a ton us s

BO DY M ETAPII . Axo Yo u -OPS 43
bur ;r l xa i wihoutt nson r s t i a lf wihou di e nout e a ton t e i e uls n ie t t r cton. yi ya de ons r ton. i A n- ng m t a i
O fcou s s e i a r la i i j s one Body M e a . re, que zng nd ee sng s u t t phor

W ih s e t t om hought you c n c e up w ih ot r t pr e your , a om t he s o ov
poi s. nt
O ne publc s a r i t s a a e e m em be t f ce hi , i pe ke nvie n udi nc ro a m gr b hi rght ha a i e t ne rght l gs Then t s ke a si nd, nd nt r wi i e . he pea r a hi vol e l n ba k a f ra t y ca Ea h a one w oul nd s unt er ea c s a s he n. c l d
fl. bec us t /r l ke t t rbyha ha a lgs alBut a e he e oc d ogehe nds ke nd e ,

t y r m a n uprght The s a r dr w s a pa a l l be wee t he e i i . pe ke a r le t n he e r i e a w or ng t t rpr xe c s nd ki oge he oduc i y. tvel A not popul rBody M e a her a t phori us d by s a r t fr up s e pe ke s o ie t r c ow ds The s a r a ks he a di nce t s a e t hei r . pe ke s r u e o t nd, x end t rrghta m s a f e i r ,a s ve a f r a ound a t y hei i r nd or fnge s nd wi l s a r s he ca wihou m o ng t i f et Af e t c ow d ha done t exn, t t vi he r e . t r he r s he e cie onc t s ke w akst r s e, he pea r l hem t ough a i pii v s lhr n ns r ng i ua i za i a ton bout t i c pa iy t do m or t n t y e r t he r a c t o e ha he ve hought pos i e.The s a ks t m t r pea t e r i e onl t s sbl n he s he o e t he xe c s , y hi tm e t y'e t t y s ve i m u f r hert n be or . i he r o r wi lng ch a t ha f e Ont sc he e ond ty,m os pe e c n i pr on t i i ta r t opl a m ove he r nii l peror a e dr m a i l Som e a ua l doubl t di t nc on f m nc s a tca l y. ct ly e he s a e t sc he e ond go-ound.The s a r dr w s a pa a l lbet e n t r pe ke a r le w e he
e riea t powe ofourmi .(y t wa ,i youwa t xecs nd he r nds B he y f nt o

t y t sex r s ordo i t ot r , a s e no one i ve ha r hi e cie t o he s m ke ur nvol d s
aba ba k. d c Donewr ica bepanf . ong,t n i ul)

Themet phor l ej tde c i d putt body t ough phys a s ' us s rbe v he hr i lt ns on.Butyou ca do m e a ca e i n t phor w ihou t x ng t body s t t a i he a a1 t 1. Robe t M i e on,a m a ke i c ula ,us s a e gi r ddl t r tng ons t nt e n nga ng m et phor t he p a di nce r s a c a o l u e s e-ee onve i l r e of s l s ntona ul ae a m a ke i Sa M i e on:' w a e yone t hol t i nd r tng. ys ddl t ' nt ver l o d he r penson t oft i he ds lk yourpe i a a e 'H e w a t op he r a , i e n s n nt nna. ' is afw s c e e ondss e r o ve yone ca l a l ug a c i s ' 1 n ook nd a h, nd ontnue : A1 yourc t er ha a r di a e on t i hea a t y onl us om s ve a o nt nna he r d, nd he y t i o one feque y,W IF ,whi h s a f ' ha ' i l une nt r nc IM c t nds or W t n t s

44 TII BODY M ET - OP -E APII -
f M e? l you w a yours l s m e s ge t gett ough t t m , or ' f nt ae sa o hr o he you ha t m a s r you'e t l ng a ve o ke u e r a ki boutw ha t y w a ,not t he nt w ha you w a . t nt' ' M i et t k t s a r W IF c e a gi s i ddl on a es he t nda d I M onc pt nd ve t
ne lf .Hi a e ei notj tent t i d; he as gi mor w ie s udinc s us erane t y lo ve e

s i t erous houghtt a c eptt y m a a r dy ha u r t o onc he y lea ve nde s ood, butne ra i d t t i bu i s e . ve pple o he r s ne s s Som e Body M e a t phor m a t r poi s t ou mys e y. s ke hei nt hr gh tr M or t n 1 ye r a a t ena r na e Lul H ur t cone ha OO a s go, e ge m d u s vi e t word t t s pos es e a phys c l m a ts t t nc d he l ha he s s d ia gne i m ha r obbe s r m e oft rs r h a ca s a l s oneea t d t ong n hei tengt nd u ed t ea t rhqua As bi r e a her cl i s s m ,s w a a hea i pe ke. za r s a m ee he s dlne r f m e a w a s u e by l di s i nts s a s e or r nd s t di d ea ng c e it s om one pos e s ng s na ur lpower . s s i uper t a s D urng her lf tm e, H u s ' m e hods w e e ne r e i ie i rt s t r ve xpos d. e H owe , s r vea e s e of he s r s l t i lf i t ver he e l d om r ec et a e n ie, n he pa ofhe m em oi.M os oft m ha t do w ih lve a a ges r r t he d o t e r ge, nd m a ca be m a i o pot ntBody M e a ny n de nt e t phor . s A n e m pl H ur tw oul s a t o f tfom aw a la hol xa e: s d t nd w ee r l nd d her hands fus a i t i,a i doi a s a ng pus up.Then l h gans t s f ng t ndi hs ' ha one m a s a be nd he a puthi ha on he hed ve n t nd hi r nd s nds r s de bl des Behi hi ,a doz m en w ou d t n t ke t i houl r a . nd m en l he a he r pl c s one a a tm e, c w ih hi ha on t s de soft ae, t i ea h t s nds he houl r he m a i fontofhi .O n t c n n r m he ountoft ee e c woul s ea l hr , a h d t diy pus w ih a 1hi m i .W ha ha ne t H ur t h t 1 s ght t ppe d o s? N ot ng. hi A sha d a t m en pus r s he hed,H ur tr a ne uprghta s is em i d i nd m l i W a hers c e ba e on m e a ng. s e r t sd t physc ? N o,i w a ba e on is t s sd pl i o1 s an, d chool book physcs i . For t s unt t wor H ur t ha t be a e t ha e t he t o k, s d o bl o ndl he s r ngt oft m a diec l be nd he ;t t i . te h he n r ty hi r ha ' t The ot rm en s he on t lne wer w i he i e ndow dr s i The e f t of ea h w a a e sng. for c s bs be by t m a i fontofhi .H ur tc l ha ha a t or d he n n r m s ou d ve d hous nd he- e on t lne,a a l a t m a diec l be nd a m n he i nd s ong s he n r ty hi herwa am ous ,s ha no pr e s s e he d obl m .

APPL NG TII BODY M ETAPII YI -E - OP
C a you s how he de ons r ton c d be t ne i o a n ee r m t a i oul ur d nt r m a ka e Body M e a e r bl t phorf you? l a ne t tyour t yi t or m gi ha 'e r ng o pr a poi .Pe ha you'e a m em be ofa c rt bl or ni aove nt r ps r r ha ia e ga z ton,a t ot m e be s a e down on yourgr s a lt t i nd he her m r r oup' biiy o e f tc nge. fec ha
Youkegve t m yourbes ag nt, tt /r silha i n he t rume s bu he e tl ngi t i he ds The t nk you c m uniy' pr e s a e t ng he r a . y hi r om t s obl m r oo bi N o one gr ca m a e a dif e e. ofe t gi t m a g. oup n k fer nc You f r o ve he
de monsr ton ofj s ho powe f lone peson, or ni ton, ta i ut w ru l one ga zai

ca be. s a f c ng aw a la lne up agr ofyourm o tr n You t nd a i l nd i oup s obus c l gue behi you. y ge r f c d fom pus ng, t t olea s nd The t ed-a e r hi bu s ilyou don' budge.W he you' fnihe you go ba k t your tl t n r i s d, e c o m a n i s now s n t ou t l nsofyourde ons r ton. i dea , ee hr gh he e m tai D o you t nk youd ha e r hi ' ve ve yone' a t nton? You be ! d s te i t You' not onl ha t i a t nton,but t y' be wei ng you cony ve he r t e i he d ghi r
c smor hea l Youj tputapit ei t rmi ,afelng ept e viy. us c ur n hei nds e i
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A PPLYI G T H E BO D Y M ETA PH O R N
Fors a t r ,t nk ofa per ua i st ton t tc esup r pea t r e s hi s son iua i ha om e t e y. ha do you nor a l s y du i i ? W ha do you nor a l dl W t m ly a r ng t t m ly do? W hen you fnd a c pe lng poi t tyou f elm i ne i om li nt ha e ght ed s r ngt ni e r ctt c eptfom i. t e he ng, xt a he onc r t Per ps you'e a a c t t who s i lze i buidi s ha r n r hiec pec ai s n l ng kys a r .W he you pr s t pr pe s you ha a l pt f l cr pe s n e ent o os ct , ve a op ul of t bl s a cha t , s a e nd r s howi how m uc s r s a sr t r ca ng h tes t uc u e n t ke.The s e t a e i t your f ct a fgur s bu you a y e m o ppr c a e a s nd i e , t w i h t e w a aw a t y coul e i nce i. s her s y he d xpere t Your c once :You w a a a l gor t de ons r t s t t pt nt n le y hat m t a e ha you kno w ha you'e t l i a w t r a k ng boutwhe i c es t s r t a n t om o t uc ur l s r ngt t e h. W ha w oul ftt t t d i ha ? You coul us t tH u s pu hi de ons r ton. d m a d e ha r t s ng m t a i You' ke your poi wih f c s a fgur ,bu you' a s u e t de onnt t a t nd i es t d lo s he m

TH E BODY M ET APH OR
s r ton t s t a i o how t tt e a e ti s t m a ng s r t r hol ha her r rck o ki t uc u es d, a you k nd now t e t i ks hos rc . O r you coul m a up yourow n m et phor , d ke a . Per psyou cou d s a on yourcha ra i ca e t w e k ha l t nd i nd ndi t he a poi s i youri pr pt s r t r You' s y: nt n m om u t uc u e. d a ' he e t c i l gs t ch t gr ' r he ha r e ou he ound i a wea poi ,beW s k nt ca e t charcoul m ove. he e t c i s ti bole t t us he i d W r he ha r ea s t d o he l gsi aw e poi , ca e t bol scoul l e and dr out e s ak nt be us he t d oos n op . W he e m y f etcont c t c i i a wea poi ,be a e lcoul r e a t he ha r s k nt c us d
si Talbuidi ha wea poi s t Butj t a t we k lp. l l ngs ve k nt, oo. us s he a

poi s be wee m e a t cha r a e a r , s t a e t nt t n nd he i r ppa ent o oo r he w ea poi si a buidi Le m e s k nt n l ng. t how you w ha lm e n t oug t a hr h t s sm ul ton on my c pu e . hi i a i om t r' ' U s ng t tBody M e a i ha t phor do you t nk t pe e ls e ng , hi he opl it ni t you w oul ha a be t runder t ndi ofwha your a tt o d ve te s a ng t 'e bou o s wt ho hem on yourcom put r e? C om i u wih you own m e a ng p t r t phorr quie s e i a nae r s om m gi ton,buti' not r ke s i e.You t k you hi c i t s oc t c enc ae r gh once a pt nd you m a hum a bodi s pa a l t tconc i a w a t ti1 ke n e r lel ha ept n y ha 1um i esi. nat t
Ba kr c oom 'l I Cr i a BodyM et lps or eatng aphor + N a s lk T'g frlto klcggfm a Boy kltlgr a e me ie r soptfg ke/g s nd i ketlo r t g g t j g/
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m et phor i a of t s ve .The r a t pt t m a a s n nd hem el s y'e tem s o ke ne i s c pr hendi e t ough i s you a r dy know . w dea om e bl hr dea lea D on' ge hung u on t ca eg i sa w he he you' u i t t p he t ore nd t r r s ng e one t c que ort ot r e hni he he . l m e i d M i et s pe onhe- a e er ie t a ntone ddl on' n- t he d x c s o c l gue. e s i ' ou dn' t tbe aTr ns or a i M e holea H a d, W l t ha a f m ton c a s ,r t r t n a Body M e a ni m a he ha t phor Afe a l a pe i i ? t r l, n s nvol ed. v ' ' H i f e c w a w e lm ea ng, t u c s r Cha s e dba k s l ni bu nne es a y. ngi t m om e a i l nci t ot r per on a e ke ng he nt nd nfue ng he he s r y. H ow you ge t e i i m a e i .F you s i kl r ,s tt e t her s m t ral or tc e s ubs iut

APPL NG TII BODY M ETAPII YI -E - OP
your i x fnger f t pe a you ha your el a pur nde i or he n, nd ve s f e Body M et phor a . + A Ly t te - rt tg : peron be nd you mus pus eel e o / J gs sg tThe s ? f hi t h vny (gtse ?l wih pams a i tyours der.l t pe s g ; ta i t l gans y houl s f he r on pus s i s ops a s a t ,your ba a e m a be t own of he n t nd t r s l nc y hr f a you m a be knocke dow n. nd y d H ow do you gett pe s pus ng e y a s e di he r on hi venl nd t a l y? A s Rem e ber t pe s does t know how t s unt k. m , he r on n' he t w or s As i t pus e y a s e di s k . k ng o h venl nd t a l ounds lke a na uy i t r 1c a ondii f t t s .T he per on wil a ce i a f ce ton or he e t s l c pt t t a va ue. l l t pe s doespus i s ops a s a t , ee t bls t f he r on h n t nd t r s r s a ih he c ondii you s . Sa t t t s i a de ons r ton of ton ke et y ha hi s m ta i s r ngt notbalnc t e h, a e.
A Tr f maton M echani ansor i sm: The Fr sur Foi L L es e nt eg ock

The St ene Th h en neerofyourc e ead gi ompany' c s ommeri diii i r cal v son s eady t o end t meetng.I' been goi f an hour and you/e no cl ert he i ts ng or , r os o a r ol i t whenyou began. es uton han Hean t engi ss ed ar d he neer eat ound hi wantyout fr your m o ie as it bec e sh f ed a s iie i or i h d- fbe ssant aus e umbl enstv nf maton an of f weenyourdeparmentan t r.Thatsh tey s i,an t d heis ' ow h ee t yway.
Your nots sue. /e o r
Th evi e agai therappear fi y ye t e engi s e denc ns s l , t hes ms neer won' budge.The r cl e- nded an un li t explr t ici t y/e os mi d wil o o e he n ng
d tnan de t.// oudis o nu s meJou i termid , en i y ph f c / ot pe p o bfn b i n s

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TH E BODY II APH OR V ET
( nio d Co t e ) n
Th h en neerI sexhau t s youappr e ead gi ook sed, o oach hi an m d s z c us pr sue poit t r s yourener i a fas 'He ay, I an e es r ns o aie gy n l h. ' e syous pi ousy.Y coni z phios y behi pr s e ye us ci l ou tnue: The l oph nd es ur poit i t s aste phi s y behid acupuncur Youappl ns s he ame h l oph o n t e. y pr sue t one par ofte body,and iafecss ot par. gor es r o t h t f t ome her tVi
or n e i teIg . nt s mewh ,iis d s Iyo hth i ats n h e s Do 'a k gi y tut oe .f u ite prpe p n,h wh eb yg t iie Th wr g p n s usy o r oitte ol od es uc d. e on oit h t ou
down.L me demonsr e. et tat ' Youas t en n t sand wih hi I si l apar.Y k he gieer o t t s egs lght y t ou ten Ian acr shi body an usng onefnger pr sa s f h e os s d, i i , es potwo i hesabov hi I tk ap.zlm bl i youren gy fow, you nc e s ef neec z' ockng er l ' s z y Itng yourIf I . ay. Tr i i f eteg ' T e yone' asonihment t en n cann Ithi Ig.z e o ver s t s , he gieer oti s e z f Ar Youtyi 'youas r ngk' k. Heas ur youtath s n onl tyi buthe' sr i t It s es h e' ot y r ng, s tugglng o i f i.Afera f s ondsofefor,t confs and i esed engi t t ew ec f t he u ed mpr s neer burt ou i n vou I ght .Y r eas te pr s e,and askhi ss t n er s au er ou el e h esur m t Ithi Ig now.I t t ,igoesup. o i se f nsanl t y Th whol r i cr ig ar e e oom s owd n ound you. y wantt k i The o now f te pr sue poi t qu wi wor ont .Cani r t een h es r ntechni e l k hem l t esor er Cur he gy? e adache Al vi e a bad back s? l at e ? zIIs ow e yone ho t do i'youasur t z'I h ver w o t' , s e hem,' tfrtI bu is mu tmak a c es i W hatIdi had not ng t dowih pr s e s e onf son. d hi o t es ur poit.Iwasa humbu .A humbugwih a mes age. ns t g t s z wer aIf s on my fngeri Th ,tou waste z You e I ocu ed i tp. at h gh, h ti ' midieci I had n hi t do wihisf ctonalmec rcks s r ton.t ot ng o t t un i han is. So s n yous t gr how,asyou I c ' ayig, ' how he oup eaned acr ste os h engi ' body t t ch hi kn you pr s you I tf t hi neers o ou s ee, es ed r ef ooto s rgh f ,an I ed yourI ts oul i o hi mi eci Th e i t oot d ean ef h der nt s ds ton. es i en-ookn actons whi t engi di tev n ie,pr nnoc tl ig i , ch he neer dn' en otc ev t hi fom s fi hi wei t The r ul:Hi I wasI ed i ened m r hitng s gh . es t s eg ock n PI ace.
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APPL NG THE BODY II YI V ETAPH OR 49
( nio d Co t e ) n
'I d t ssun t s t youcan f s e aboutan efect 'di hi t t o how hat eel ur f ' s c s and silbewr g. au e tl on 'Now Im nots ng t you/e wr abou my as it ,bu I ' ' ayi hat r ong t ssant t don't nkwe/ us an rgori s chig f ot pos bl r t hi ve ed y i n ear n or her si e ea-
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t be cerai ofourf s. o tn act ' ' Th r ulofengi sI satoneanot .Th r silc e oomf neer ook her ey/e tl on vi ed ofyouras it ' gui,butt gr ngl deci t rexamnc ssant l s t hey udgi y de o e i t st i The e i e hasopened a cackofdou i tei ne he i on. uat xperenc r bt n h r mi . nds
Behl t Stene nd he Thi pot Tr f mat M echanim i bas uponan oI suntt s ent ansor i on s s ed d t hat appear i begi ' magi an s i e books I t e book ,you sn nners c d cenc . n hos s peror iwihou wi f m t t t ndow dr si onyourel.Iyou ty t sunt es ng, sf f r hat t now,you/lhave a beterundert ng ofh t peror iasa l t sandi ow o f m t mechanim,on oter. s h s St wih eih yourrgh orI tsde agais a wal.Now ty and t ter i t ef i nt l r
It gy ro o i Ig ( eon no c tcigtewal. ouc ' ii ou pp st e t e t ona t h l Y ant fn e h n )

do i.AsI asyou k one sdeofyou body fus t te wal, t ong eep i r l ho h l you oppost I wil t suc t t gr d. r i eg lsay t k o he oun e Th ras Y canonl Ittatoppost Ig iyourbody ade e on? ou yi h f i e f e
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br movemen i i si e. ace, t s mpos bl Th Tr f maton Mechanim ver on oft sti i bas upon e ansor i s si hi rck s ed ri efnemensmade by t Amazi Kr ki wihf tert chesby t he ng es n, t urh ou Mar L .Idiguiest metod t ou t u e ofmidieci k evy t s s he h hr gh he s s r ton te ar ofgeti te audi e t Iokwher youwan it I h t tng h enc o o e t t o ook. T peror te Fr s e F ntL L have t pari pantf o f m h es ur oi eg ock, he tci ace te audi ce.Y do t s h en ou he ame,bu sand cl e enought hm t tt os o i hat
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APPL NG THE BODY II YI V ETAPH OR
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+ W h gi away t s ett t s mech s As Imenton y ve he ecr o hi anim? i ed, t ssun hasbeen des i i book avaiabl t t publ f hi t t crbed n s l e o he i or c dec ades.Stl i has an asoundi efecton tos noti t il t , t ng f h e n he know. + Mechanims Ik ti on i whi you us t body' nat al s ie hs e, n ch e he s ur ph ol agai tis f ar pari l l v uabl becau e tey ysi ogy ns tel e tcuary al e , s h c be peror al tan er i fontofanysiegr AI an f med mos ywh e, n r z oup. I youneed do i dr a met orc par l bet s aw aph ial al el ween t mech he anim and t poityou/e maki Some otermech s f ur s he n r ng. h anims eat i t body: ng he As s k omeon s ed ata des t contnooosy tac a s l e eat ko i l r e mal cicl on t foor usng te t ofeiherf .Ass e k r e he l , i h oes t oot h eepsher f mot goi hand h pen an paperand as h t sgn oot i on ng, er d k er o i hern ame i s i .Asodd asi s nds,s wilbe unabl t ac n crpt t ou he l eo c ih t t k. ompl he as s As s k omeon ele t si wi hi f tpl ed on t gr e s o t t s ee ant h he ound and hi ar f ded ov hi ch t Then pr syou ide fn t s ms ol er s es. es r n x iger o te mi e of hi f ehead,and as hi t sand.He c t As h ddl s or k m o t an/. I ashek ong eepshi fetfatan hi ar f ded,h wiln get s e l d s ms ol e l ever s fci tbal t rs ufi en ance o ie. Have an heruns pectn s s h e i and t n her ot us ig oul hut er yelds ur e yebal upwar asi s wer I ng t ou a wi l s d, f he e ooki hr gh ndow i t n he t ofhersk l I s e k op ul f h eepshereyesi t sposion,s lbe un . n hi t he/l i abl t open herIds I t medialfel,t s ph omenon i e o i . n he c i d hi en s kn own as Bels R l and i t l efex, ' s hough t have evole as t to vd he body' way ofpr e i te e fom tauma.The t qu i s otctng h yes r r echni e s
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i ne a Ir hol i t t ofyourh magi a ge e n he op ead.Thr ough tath e h ol sr teams su hi In' tatsu hi war and c mi Keep ns ne. s t h ns ne m al ng? I ng atisglw,f ig iswar h.Asyou c tnue sarn up ooki t o eeln t mt oni t ig att wonderulgl ty openig you eyes Y ty openi hat f ow, r n r . ou r ng
(oni e ) c t d no

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youdicov s s er omeonewho c open hereyes i meanstats an ,t h he moment i I ed down,per arl ook y hapswihou r i ng i.Don' be t t eal zi t t crtcal Isead,c at at heron her unu ualabit and at ii . n t ongr ul e s ly i t te mec s wihanot peron. empt h hanim t her s
T H E PA PER M ETA PH O R
he pr e m a pe e f c whe l r ng how t obl m ny opl a e n ea ni o pe s de i t t t y s u t c i s t y ca t pos i y r ua s ha he t dy a tc he n' s bl us M os i l e e t c i s a ew i l e a f i s The go e. t nfu nc a tc r n/os f a r . y a i tt w a w e t nk a be v The don' t ke ga ns he y hi nd ha e. y ta i oac nt c ountwho we a e a w ha we w a t ofert word. r nd t nt o f he l l you e rt i d t a f ke ve re o dopts h a t c i a f l s l d, a uc a tc nd e t oie l ppl u you. ad Bele m e,l a 1f geti w ha lwa outoflf Butge i ve ' 1 or tng m t nt ie. t tng w ha lwa i l de doi rghta ong t w a Tha ' w hy i t nt nc u s ng i l he y. t s you' s e t t my s r t gi s a e ba ed m or on m a ng m y pos l e ha l t ae e r s e ki i ton c ea a e e t i ng t n on ba i pe e i o a c ne . i l r nd nt r ani ha ck ng opl nt or r T he Pa rM e a pe t phori a pe f cte m pl ofw ha lm e n:l' s r e xa e t a t s a pr nc pl d, ofe lght a t d, pe s s on t chni i i e t n i he r e r ua i e que. l w ha f t you'e of e i i of m ut l be i t 10t pa tes t tbe ft r f rng s ua neft o 7 h ri , ha ne i bec es a r nt t ough t m e a om ppa e hr he t phor l w ha your oferng . f t 'e f i w or s t ot pa t c n' he p but s e a ag ee w ih t k , he her ry a t l e nd r t he bea y ofisl c. ut t ogi

TH E P APER II V ETAPH O R
W H AT I A PA PER M ETAPH O R? S
A Pa r M e a pe t phor i a di gr m ,s t h,or ca t s a a ke c roon t t brngs ha i yourm a n i a t lf You dr w i i f ontofyour a enc on a i de o ie. a tn r udi e: w hieboa d;on t ba of a na n;i i a m a chbook cov . t r he ck pki nsde t er Your s e ch m a s m i pr pt but i' not Ra he ,i' t kt y ee m om u, t s . t r t he s pr ctofa1 oft nki youke done be or ha odu ot hi ng f e nd. Pa tofaPa rM e a r pe t phorsc r a po e i t r ghnes of ' ha m nd w r s he ou s you s e c l'nota r k t h. t s bouta ts i s l. 'e notM i he a l r itc kil Your c l nge o. W ha you dr w i a 1a t a s 1 bout t sr h ofyour i a.Jo 'e he tengt de 'gr Jff yo r(g fa e( clgc t etei eflg yo k tl ' b tn pl u gke c g lg e o x re . lt u e lg f yyet y g t nc p t f l g i
tl t u e(le r sn e s l 'byk se' it yo rrft. r as lwlo s g xta es: r t r e e ef no u l l You'e lo t . /l. l g g

t li t m - t oug a t ons notw or - t t t i you'e e lng he hr h c i , ds ha he dea r dr w i i pa tc a l i por a ,s t y' be t rl n i be us a ng s r i ul ry m t nt o he d t e ea n ca e t y don' w a t m is i. he t nt o s t Letm e s how you how lus a Pa rM e a e pe t phor t 1 1t a h ; hen ' e c 1 yoL 1O t C t t yotrOW n. l 3 W o ons rl ct l Suppos l a ha ng di r w ih D on,t hea of t a e m vi nne t he d r des w de l e f al r cor a i D on w ant t hie m e ho ve opm nt or a ge por ton. so r , butbe or he doe ,he w a s t l a n m or pa tcu a s f e s nt o e r e ri l r. D urng ourcr b c t is lg a t e pa na nsfom t i a ock al , r b hr e per pki r he ba a us t e na ns a a m e or e sr t r f w ha l r nd e hos pki s m abl t uc u e or t' m
goi t sa ng o y.
l t l Don t t lca lm y t a s el ha l r de- how pr e e '' he Bu l oc dur T id, H ol M ove Pr es .Tha i ,lbuid t c ow d,hol t c o d, d, oc s' t s l he r d he r w a m o t cr w d t a i ' nd ve he o o cton. ' lt k a na n,m a k i w ih a bol ' , a s t h a ha m e ae pki r t t d 1 ' nd ke c ' m r on i.' hi ha m e r e e s t Buid St p/ ls y.' ef e a t T s m r epr s nt he l e ' a ' or ny' B one a t s t he how under t nds how r m a ka e your pr sa e r bl oduc s a e t r, t y ha t be pr s nti you 100t You m us bu l t c owd. he ve o ee n r 7 h. t id he r ' ' lt n t na n t a d hi a dr i on t t bl be we ur he pki ow r m nd op t he a e t en
us lsa tt t l a thow lcr a e c owds Lvr t l Jt/ (lg . t r o ak bou et r . ey f e t/ g o t r gt l b ijn teco' Ja te tlf frt llss las r f rt t i a uliq / rfr t3 / gg/g o wllgf. lo e e o he m ge i ? zt ? lt lt
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on t na n:' otce l dr w n a ha m e . t t s bolze he pki ' i ' N ve a m r Tha ' o ym i s t t t s i t Buid S ep.But wha a e t cha a ers i of a ha hi s he l t t r he r ct itcs

W HAT I A P S APER II V ETAPH OR?
ha m e ? l wor t ou f c a m a esahe k ofa noi e The m r t ks hr gh or e nd k c s. c r c ers i sofaha m era e m y cha a e itc , oo. buid a ha a t i tc m r r ct rs i s t To l
c owd a amaorta s r t j r de how, c nnotbes l You mus ...' you a ubte. t '
W he l fnihed dic sng t Buid St p,lm a k t s cn ' i s m s us i he l e r he e ond na n ' 'a dr w a fs wi h s i k fgur sex endi ou of pki ' ' nd a 2 it t tc i e t ng t ist a bot om .l hen si t sna n bet n us a lcont op nd t t lde hi pki wee , nd tnue:' e 2 i t H ol St p.O nc youke buitt c ow d, i ' p s he St d e e l he r you m us hol t m .l not a 1your wor i f na t d he f , 1 k s or ught Thi i t . s s he s e whe e you gi t m your pr tp r ve he oduc ' f t r a bene is t ea u es nd s ft , butyou m us do s i a w a t tm a swha ' ha t on y ha ke t ppeni a your s ng t 100t m or i por a t n w ha ' ha ni a he e ele on 7 h e m t nt ha t ppe ng nyw r s s t foor ... he l . ' ' W he l fnihe w ih t H ol St p,lm a k t t r na n ' i s d t he m d e r he hid pki ' ' a l dr w a r nni m a c pl e wih m oton lne n ' ' nd 3, a u ng n, om et t i i s t a lng be nd hi .ldr t sna n nex t t ot r . r ii hi m op hi pki t o he he s ' he t r s e i t M o S e W ihout t s pa t oft ' T hid t p s he ve t p. t hi r he pr s ,youke w a t you m one Afera l youke r nt conoce s s ed r y. t l, e ed ve i foor s ce c t uc ed a 100t pa d doze ofs a ft nton l pa , ons r t 7 h, i ns t f o w or i,a hie a pe f m er t bu l a c ow d.Butunl s t t k t nd r d r or o id r es ha c ow d wa c s your pr ctde os a l ve t i c a t i r t he odu m nd ea s he r ont c nf m a i youke f ie A1 youke done i pa t e er a n t or ton, al d. 1 s y o nt t i hous nds of peopl wih not ng t s a e, t hi o how f your m oney.Tha ' or t s w hy i t s s e i' i por a t ge t c ow d t m ov a n hi t p ts m t nt o t he r o e, nd m ove r pi y.... a dl ' ' D o m y c r oonsper ua Don t buy? l l done e r hi at s de o f' ve ve yt ng e s c r ty ye .A Pa r M et phor ca t cl e a dea on is l e or ec l , s pe a n' os l t ow n.l wor i t nde w ih e r hi e s you'e doi t ks n a m t ve yt ng le r ng.
The e mpl you j s r a ce e e a ound my t e sep xa e u t e d nt r d r hr e-t ta s r de-how pr e s Bu i c d j ta ea iy ha e f us d on a oc s . t t oul us s sl v oc e

sngl f t ew ihi a s e H ow w oul t tl i e ea ur t n t p. d ha ook? W er ba i t r s a a , a D on ha que tone m e 'e ck n he e t ur nt nd s si d a boutt M ov S ep. e w a st know ex cty how lge pe e he e t H nt o a l t opl
t movei ot 100t s t /l la t rc a i or ton. o nt he 7 h o he le ve hei ontctnf mai

l a w e hi on a her na n. O n i, l dr w a ove hea ns r m not pki t a n r d s m a i ofhi com pa s100t As ldo,lgetD on i vol d i che tc s ny' 7 h. n ve n

56 TII P -E APEP M ETAPII P -O -
t s t h, a k ng hi a t t boot s l yout a w her t he ke c s i m bou he h' a nd e he s a fw ilbe postoned. tf l ii ' wils a her / ls y,dr w i a X a t boot sba k wa l ' l t nd e ' a a ng n t he l h' c l. ' ihi f t mi t s t hundr d ffy peopl w i be s r ound' t n ory nu e , wo W e it e l l ur i m e i apa a i a c. l a t t t ' hen l e lt c ow d' ng n r bolc r ' dr w ha , oo.' ' W f e he r s i e e ti a ishei ,lwilge t m t lne up her 'lc r l t nt r s s t t ght l t he o i e. ic e he s .'wil t tby ofe i a s m pl ofyourpr pot ' l do ha l f rng a e oduc ...' t . ' W he l fni hed,t na n l n ' is m he pki ooks lke a f ba lply. ra i oot l a O ba te pln. he pa ri c r w ih X' O ', nd die i la tl a T pe s ove ed t s s a , r ctona r r s l' a m es ,but i m a s s e.l' a s m a i ofw ha w il ow . t s s t ke ens t che tc s t l ha n. ppe lha Don t na n. t l hi t brng i ba t hi ofi nd he pki l e l m o i t ck o s fce a s r i w ih hi t a s nd ha e t t s r de-how s a f Tha w a ,e r t f . t y ve yone wilbe l on t s m e pa W hen l a t s he a ge. ' t he how, he el be no conf i m t r' l uson. T he na n a t a a tona pr t t lknow m y busnes pki c s s ddii l oof ha i s a wils a be nd i .l' a gr phi de c i of m y c a m s nd l t nd hi t ts a c pi ton li . H a i i r s ur s Don, a m a s hi m or lke y t go f v ng t ea s e nd ke m ei l o or w a d i hii m e. r n r ng Pa r M e a pe t phor c n be us t il t a e e n t m os a s a ed o lus r t ve he t bs r ctofconce s Robe t M i et t m a ke e w e m et l s ta pt . r ddl on, he r t r at c pt r us s a Pa r M e a ha e , e pe t phor t s t nta e wha he cal hi o ubs a i t t ls s ' w ofL m ie l s' ' La t d dea . ' O n a fi c r ,M i e on dr ws a m a a a ound t t lp ha t ddl t a n, nd r ha m a s he d he s et n' a k ches s pe :s a s s i e , c r l s s r . ha s t r , qu ggl s ic e , qua es ' he e s pe r e e t s m a s i s 's ys M i e on.' t ' s ha s epr s nt hi n' dea / a T ' ddl t ' ' Le s c nthi i a .H e ha one,t o,t ee f ...t i a . es a ou s de s s w hr , our en de s H ' 1 lke a1ofus W e onl ha a fxe num berofi a , ha ' w hy ot i 1 . y ve i d de s t t s w e t t t nk t s m e t end o hi he a hought overa ove . s nd r ' ' Suppos t e, hough,t m a gi esa a one ofhi i st t he n v w y s dea o he w ord,t ou a book he wrt s or a bu i s he s a t . To il l hr gh ie s ne s t r s' lus ' ta et c r t he once ,M i e on dr ws a a r poi i a y f om pt ddl t a n r ow ntng wa r one oft s pe c r i t m a she d. he ha s iclng he n' a ' ou' t nk hed onl ha ni i s no ,rght But lfnd ' d hi Y ' y ve ne dea w i ? i t t whe you gi a a a i ,t word a w a gi you a ha n ve w y n dea he l l ys ves

K' I T I A P I A s APEP M ETAPII . - OP? 57
ne i t t ke is pl ce. AsM i e on s yst s he dr w si a w dea o a t a ' ' ddl t a hi, a n ne s pe t r pl c t o1 one.' w ha o e a e he d ' m a s il onl ha t The n tl y s en
i s buti hesat gi ng t a y t /r awa r a ed dea, f trs vi hem wa , he e l ys eplc

by f e h ones' rs . ' O fcou s ,M i e on' m ode i whi sca ,a he knows i . r e ddl t s l s m i l nd t O urgood t hought m a notbe fx d i num be ,bu w e do t s y ie n r t end t r yc e our f v ie .M i e on' s t h hum or s y t ls us o ec l a ort s ddl t s ke c ou l e l t ti we w a t e nd ourhorz , e m us cont i e t t ha f nt o xpa i ons w t rbut o he w ord. a M i e on puthi l s on i o wor a one, m i l H d ddl t s e s nt ds l he ght ha s em e t be l c urng hi a e ve e d o et i s udi nce. l ca t n r oon f m , or t hough,hi t or i enga ng. s he y s gi T he pr oper Pa r M e a pe t phor ca s i w ih your a e a n tck t udi nce l ong, l ong tm e Rob Ka a a w rt r a f m e publs ng i . pl n, ie nd or r ihi hous edior i chi , t d m e t sor of a m e a e t n ef ol he t y t phor t t ha ' s s a d w ih hi f 20 ye r . t ye t m or as l t e ry 1 Os Ka a wa a t ng a busnes conf r n he a l 98 , pl n s tendi i s ee e w he e he m e She Pola k,w ho a t tm e w a pr sde nc r t p lc t he i s e i nt of Phii M or i .The m e s a t d t l ng, a e ent l t i lp rs n t r e a ki nd v ua l he r y c ver a i t ne t t conc ofpo e . on s ton ur d o he ept w r Ka a s i 'n m y c pa l a m i e m a ger s ldon' pl n a d,' l om ny, ' m ddl na , o t ha m uc po e .l yourc pa y, 'e a t t oft or ve h w r n om n your t he op he gani tona p a i s you ha t uli a e powen' za i l yr m d, o ve he tm t ' Pola k l ughed,gr bbed a pi ce ofs r t h pa ,a dr w a lc a a e c a c per nd e pyr m i ' a d. ' Rob,your her ?'he a ke poi i ha f y dow n 'e e ' s d, ntng l wa t p a i Ka a a r e he yr m d. pl n g e d. ' nd you t nk l her a t t ' a ke Pola poi i ' A hi ' m e t he op?' s d l ck, ntng t t p a i sa x. ga n,Ka a a e d. o he yr m d' pe A i pl n gr e Pola k t n di s e hi s sm pl and pow e f l t t l c he d om t ng o i e r u ha Ka a s ie a he r l t i t y: t pr i nt of Phii pl n m l s s e a es t oda he esde lp M or i t ne t pi ce ofpa e f e s hi dr w i w a rs ur d he e per nd or nd, o s a ng s now u i down. psde 'n r lt / he s i '' he e a t ba e wih t r s ' ea iy ' a d, 'm r t he s t he e pons bil ' l i l iy f t w hol or ni ton on m y s de s ldon' ha t t or he e ga za i houl r . t ve he uli a e pow e .lha t a we t e er tm t r ve o ns r o v yone. '

H O W TO C REATE Y O U R O W N PA PER M ETAPH O R

C r a i a Pa rM e a e tng pe t phor i no dif e t n cr a i a Tr ns s fer nt ha e tng a f m a i M e ha s ora Body M et phor You t nk a tyour or ton c ni m a . hi bou m an pe s son poi s a com e u wih w a t depi t t m i r ua i nt nd p t ys o c he t ough di gr m , k ch,a a l hr a a s et nd na ogy. O f cour e,you don' w a t dr w f dr wi s s ke.You s t nt o a or a ng' a w a yours t h t il i t notc u t r W ih t ti m i a k nt ke c o lum na e, l t e . t ha n nd, s your el: s f W ha a e my m os i por a poi s tr t m t nt nt ? H ow do lex a n ea poi now ? pl i ch nt H ow doe m y ex a ton f ea go o ? s pl na i or ch ver W hi poi i m os c peli ch nt s t om lng? H o m i htlu e a Pa M e a w g s per t phort m a i m or c pe lng? o ke t e om li W hi i my l s c pe lng poi ? ch s ea t om li nt H ow m i l us a Pa r M e a ght e pe t phor t m a i m or com o ke t e peli lng?
W ha i t mos common ob ec i lhea ? t s he t j ton r H ow ca lus aPa M e a n e per t phort o r omet tobj c i o ve c ha e ton?
Fr youra we s you s l c e u wih adoze pos i e om ns r , hou d om p t n s bl m e a s. i1a 1 t m be e l good? O fc s not S e t phol W 1 1 of he qua l y our e . om w ilbe wea S ew ilbe s r l k. om l tong. os lke y, l ha t f ce M t i l you' ve o or l t m i oc he nt onve s tons a fr t t u r t nd whi h i w hi h. r a i , t is , o nde s a c s c T he Pa rM et phori a l - t e sw a f you t cha t pe a s ow s r s y or o nge he m om entf t pe eyou'e pic ng. tonl r i e a pe a or he opl r t hi l y equ r s n nd a pi c ofc um pl d pa r pi k up f om t foor W hen you ee r e pe c ed r he l . fnd t rghtm e a i he i t phor t , hough, t vaue i outof a 1pr is l s 1 opori ton t youre f t . o f ors The m et phorconve t a i ent r a ns a rs s t e t i .
Ba kr c oom 'l I Pa M et phor lps or per a s
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H( TO CRE )W ATE YO UR OW N P APER II V ETAPH OR 59
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H OW TO CZEATE YOLI OW N P Z APEZ M ETAPHO Z 61
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HOW TO CP EATE YO L Z O W N P I APEZ M ETAPHO Z 63
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C O N ST RU CT YO U R O W N O PEN I G N
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CO NS TRU CT YOUR O W N OPEN I NG
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w or ha r m ii a i be k s a fc tons yond w ha cle s e n r lze.L s t i nt ve ea i t t w a i w hi your e f t be ftyour c i s e er l he ys n ch f or s ne i lent ' xt na (g: i er lcu t r .Sad dif r nty,how do you ma g t nt na s ome s i fe e l t ke yourcle sl good i al t i mea ngf busnes r l int ook n l her ni ul i s eatons ps i hi ? 5. J ? a e u c mlttr,g :/ f ar .' gb t r l you a enots / 0 r yo r o l f s ( t9 , ey et ? f // e o gt 01 7 . e 0 r uperor t you c pett s i s e w a ,l v t busnes . i o r om ior n om y ea e he i s Pichi e w he i' ent r a ni c nnots v m e oc iy. t ng, ven nt s e t i ng, a a e di rt l you a e bete t n m os t f r t r ha t hough,ge s cii a t how .l t pe fc s o s your q lt ditnct Do you ha e a de i r or bilng uaiy s i ? v lve y li m et t t m a s you s a outf om t c owd? l t e hod ha ke t nd r he r s her hi t y be nd yourpr sor hi oduc t tm a si uni ue?N o i not t ha ke t q w s t tm e f m ode t M a e s e t he i or s y. k ur hough,t tyou ha e a r ha v a-
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THE QLIcl PI l t TCH OPENI NG
Kee puti t et rcom bi tonsuntlyou fnd a f w t t p tng og he na i i i e ha e ie you. Ke p t ki i s a l ngua e untl you he r xc t e wea ng dea nd a g i a yourel s y,' on ofagun,ttt pt e t s rtofmy wor ' s fa ' S /g ca ur s he pii g k. ' l you' e hus d by a phr s a s f r nt e e a e nd how i,c nc s a e your t ha e r ls ene wilbe ent e by i,t it r l hus d t oo.
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hi m os booksyouke r d a m os plys a fl syou nd t ea nd t a nd im ke s n.l w or .You'e s ee t ks r howi you ha gut e ng ve s nough t us o e w ha w or ,e n whe i' notwha ' done c t ks ve n t s t s onventona l i ly.
A Tr f maton M echani Fr ctng Fi s ansor i sm: edi i nger

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mak beor t y mak i.L me s youwh I t kig about e f e he e t et how at ' al n m . Isead ofcompani ,tough,11demon tat iwih you peopl nt es h /1 sr e t t e. zE t gh Ihaven's mos ofyouf year,Isilu zven hou t een t or s tl nder sand you welenough t k exacl how you/lhi an act 11 t l o now t y lt nk d . /1 pr e t . ov hat z ho want t pari pat J k.El z W s o t e? ac i ci zabet Good. h. zlm goi t t n my back.W h I Iwant ac and El z' ng o ur en do, J k i zabet t eachhol up an numberoffnger t y wantonone hand. ho d y i s he O n fngert fve. ei oi z z Then,Alx,Iwantyout c l t t al Bas uponwhatI e o alout he ot . ed kn about ackand El ow J i zabet and number an behavi ,11t l h s d or /1el youhow man fnger eac oftem i hol ng up. y i s h h s di ' Yous el youre an t naway.A f s hi d yes d ur ew econds It ,Alx a er e c I ou ' v ' a I t Fie s Yout nkf a momen,and t t lyou col est Jacki hi or t hen el r l eagu hat s hol ng up t ee fnger,and El di hr i s i zabet f fn s.Y ar rght h wo iger ou e i . zL ' mak t shar . s i cas youti Im i c zet s e hi derJu t n e hnk ' n ahoot wih s t an yone,I t ackan El wan J d i zabet bac t back.Idon'wan t s h ko t t o ee tem,and I twanttem s ng each ot .L tsc i e. h don' h eei her e' ontnu ' Agai youtr away,and agai Alx yel ou a t al E n un n e l t ot . ven s undert esrngentc t ,youcorect gu st numberof hes ti ondii ons r l es he y fnger on each peron' h i s s s and. Af a fw r eti s youas t ee mor pe et comef war t e ep ion , er t k hr e opl o or d: f t hol u t rh wo o d p hei andsan on t c l tt t al Y e wih d e o alou he ot . et ven t tes ne pe e,yougu st n h e w opl es he umber corecl agai an agai s r t y n d n. Awed by yourdemonsr i e yonewanst k iyou tat ver on, t o now f have an socktps You s z tbe de ved b wh youve y t i . ay:z Don' cei y at / s I my soc tpsar bet tan an e ele/,i' becau e Ireen.f t k i e t h er yon s s ts s e al do r ear a compan I e mad bef e putng mon on i. l y es ch yi k or ti ey t Gues ng nu shasIt t do wih i. si mber il o te t t' ' Youas i anyone woul Ik t go f I ch.I par,bec s of kf d ie o or un n t au e
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t you u ng a si e,i ou c o si mpl ngeni s ode.Her show t do i: e' o t Fi a col nd l eague t ac asyours etas san.T lh abou t o t ecr sit t el er t he Mechanim,an t h hert sc n s s d eac hi odig equenc e. F te frtr or h is ound,s es d hol up t o fn sand mentl h houl d w iger al y not t numberoffn st ot peron i hol ng up. e he iger he her s s di Eac tmeafert ,s s d h d u te n h i t hat he houl ol p h umberoffn ste iger h oterperon pr ousy h d u plson h s evi l el p, u e. So,i t oterperon hol up t e fn s on te ne r d f he h s ds hre iger, h xt oun
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sgnal you by hol ng u one. i s di p Her swhati I sI i acton: e' t ook i n i ke Youas s peopl t sep f war El k ome e o t or d. i zabet you s etas h, r ecr ssant i on oftem. it , s e h Y t nawayand I t f te t alW h e t s m,youkn ou ur i en or h ot . atver he u s ow El i h i h dig u f fn s s yous r f fom t t al zabet s ol n p wo iger, o ubtactwo r he ot . Say youhear' ev 'Su r f fom s en,an t le yon ' en. btactwo r ev s ' d el ver e tat' iabet i hol ng up f fnger an Jacki hol ng upfv ' h ' z h s di El wo i s, d s di ie. O nte n r h ext ound,you hear'hr 'W el you and El t ee.' l , i zabet h kn J k h d up fve fnger i t frtr d,s El ow ac el i i s n he is oun o i zabet i goi h s ng
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Backr oom 'l I Pr ctng Fi s Ips or edi i nger
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I t ch ig? I you t nk s you/e I n by r es t s hat eatn f hi o, r i g vi ul hat ar twrt an en' ien ywher W her does i s t you can onl t e. e t ay hat y have on ac e complc nott F t mater wher doe i s ie, wo? or hat t , e s t ay youhave t sop atf ac o t wo compl es i ? c I t 1930s a mi radername Annemann s d he' fl n he , nd e d ai d i l an au t i wihac di um t complc ,ii meanttathe coul asound or ies f t h d t te one peron i t r who was ti on t ti .Ann h s n he oom n' n he rck emann di tf bound by i nal r l dn' eel magi ' ues. y He alo di a c d ti tatmihtit e tyou:A s ct or s d ar rck h g ners pe at woud pi a c d an pu i i hi orherpock .L ertatday, l ck ar d t t n s et at h wh te pr edur andt car wer f got Annemannwoul en h oc e he d e or t en, d t e te sp at t a r t ant W hen t y wer s at att r ak h ect or o esaur . he e e ed hei t e,Annemannwoud askt s at t I up.Ther pased abl l he pect or o ook e, t t te c l wasa du iat car t t on t s ct orhad. o h eii ng, pl e d o he e he pe at c How di iwor Bef eyou gu s I me mak i ceart d t k? or es , et e t l hat Annemann ne I tt s ct orssghtorh c actwih t ver ef he pe at ' i ad ont t he r t an onc te car waspi ed. esaur t e h d ck Th mehod? Annemann h a dif entc d pased on t e t ad fer ar t he c lng i each of52 rsaur s W h he s whi car h ei n i e t ant. en aw ch d ad been s eced,h t t specat t t eat y wih te c r el t e ook he t or o he er t h ores pondig c d on isc l n ar t eii ng. Now,Ann eman s metod was tsl I di tivole el n' h n' i t dn' n v e. ck. gants t oryear ofsei tofhan pr i Bu was iefec ysems s l gh- - d act ce. t t f t e? Thi abou i. 8u yourel i t s at ' pl e, and i v nk tt t s f n he pect ors ac
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How can Igi t oterperon wh he orsh want,whie ve he h s at e s l Igetwh Iwant at ? W h condii ar soppi me fom maki t shappen? at tons e t ng r ng hi Ar t econdii val e hes t ons i d? How woul Inor l go aboutgetig whatIwanti t s d mal y tn n hi
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TH E Q U I PI H BO DY CK TC
he Qui Pic Ope ng i ef ta at You mus ck th ni s for nd r. t

c b t ough your r s om hr e ponsbiii s pr i e ,a a i lte , om s s nd cc pls e sa conde e t om ihm nt nd ns hem i aw a t thooks n y ha pe e. ota e s t ng t do. opl N n a y hi o
The Quc Pich Body,t ik t hough,i dif e .l'nothad t s fernt t s r o

de op. n f c ,l a r dy w rte i outf you. vel l a t ' lea ve it n t or The body begi w ih a l s e e,whi h you u e a t you ope ng. ns t one ent nc c s fer r ni T hi s nt e,l e be t d,ha be us d b s l s opl a s e enc ' v en ol s en e y a e pe e t s e of t w ord' l r t c por tons l' hel you e t bls om he l s a ges or a i . t1 p 1 s a ih r ppor w ih t pe s t w hom you'e pichi a i w ilhe p a t t he r on o r t ng, nd t l l you t per ona i e w ha you'e goi t s y, o i i e e t t m . o s lz t r ng o a s t nt r s s he Bef e lgi you t s nt e,1 tm e s a s ene: or ve he e enc e et c You'e a a bu i s m i e a a e w a tng i lne f a coc r t s ne s x r nd r ii n i or kt i.The w om a i font of you t ns a ou s ie ,a a ks al n n r ur r nd, m l s nd s w ha you do f a lvi t or i ng. You s y,' a lbusnes e hie m e t m a s e t y ge a 1 a ' l i ss r Sm o ke ur he t 1 t m one o e t m . he y w d he ' ' She s ys ' oundsi e es i H ow do you do t t ' a ,S nt r tng. ha ?

W HAT THE BODY S ENTENCE DO ESF( l YO U 3k
Tha' when you dei t Quik Pic Body s ntnce: t s lver he c th e e

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W H AT TH E BO D Y SEN TEN C E D O ES FO R YO U
W he you de i r t Body Se e e,you ge t ot r pe s n lve he nt nc t he he r on t l ng. s ha s v a a nt ge a ki Thi s e er l dva a s: + You c ea e a r l t ons p w ih he ,pr ca e on g ve- ndr t e a i hi t r edi t d i a t ke. a + You he r a a bouthe st ton. r iua i + You l a n a tt pa t of rs t ton t ti e e therm os . e r bou he r s he iua i ha nt r s t + You under t nd w her he ' obl 'a your ' ol i ' sa e r' pr em ' nd ' uton'cos i de. nci T hi a nk bouti . om e s a o you w e e s r tM nt g r tange s N ow, hie r. w l you m a notbe bos bu e ,you'e a l s a y om ddi s r t ea t cqua nt nce . i a s You ha i or a i a ve nf m ton boutea h ot ,a you ha poi s t tyou c her nd ve nt ha ca dicu s n s s. To be s e t t l e m a t scl a ,1 t m e gi you a c ur ha ' v de hi e r e ve oupl e
mor e mpl oft QuikPic Body snt ei a ton. e xa es he c th e enc n ci

Fis ex pl You'e a s oc ok . r t am e: r t kbr er You m e t a m a a exe n nd c nge pl a a re .H e a k ,' ha do you do f alvi ' ha e s nti s ss ' t W or i ng? You s y:' vi l n t shie m e t m a t m m one i a 'ndi dua i ves or r l o ke he yn a w a f s e a s f rt n t y coul do by t m s l s' y a t r nd a e ha he d he eve . ' H e s ys ' ea l H ow do you do t t ' a , ' ly! R ha ?' You s y,' de ndsupon t pa tculri ve t . lm e a bi a 't pe l he ri a n s or Tel t a bout your e f a 1 1t l you a s l , nd ' e l 1 bout t ki ofs r t gi m y he nds t a e es fr woul r om m e f you. im d ec nd or ' ' Sec ond e m pl You'e a web desgner You m ee a wom a xa e: r i . t n w ho a ks ' ha do you do?' s ' t W ' You s y,' a you e r be s fng t l er t a c e a ' ve H ve en uri he nt ne nd om a r s a st t ts oppe you dea i you t a ks A st w hos c os ie ha t d d n r r c ? ie e

THE QLIcl PI BODY l t TCH
gr phi s a ' a c nd l ook'm a you pa e a s ie,be us t y s de us nd m l ca e he o pere l s f cty poke t you on a busne s a a s he i l vel ' o i s nd e t tc e ?' ' ha ' ' vel l ' ' e 1 lm a t tki ofs t ha n. ' 1, W ke ha nd ie ppe ' ' ' e ly! ow do you do t t ' ' al H R ha ?' ' lca e an i i t m os i e es i w a ,w hy not t l ' So n xpl i t n he t nt r tng y el m e a lt l a ite boutwha you do,a 1 1t l you how m y wor r t nd ' e l 1 k el t s t yours t ton. ae o iua i ' '
C O N V ERSAT I N AL K EYS O
O fc s e n a t r youke de i e a c pe lng ope ng a our e, ve fe lver d om li ni nd a ke your que ton,peopl m a notbe a f t s d si e y s or hcom i w ih i ng t nf m a i a you' lke. t w he you m us dr w outi or aor ton s d i Tha ' s n t a nf m ton.H ow do you do t t i ha ? Lit rel r Tha mea f usng on t ot pe s wih se / ll. t n e/ ns oc i he her ron t yourea s e s a m i r , ye , nd nd. O n t ta s he r de- how foor ls e da l exa pl s of s lo ls l , e i y m e ha l w i t ni An a t e ng. tende w a ksi o a 100t t com pa r pr s ae l nt 7 h, he ny e e ent tv gr t hi ,r ds hi na e t g, s s hes not fom a bi i e ee s m ea s m a ee ' r g or ni ton, nd l e i e es . ga za i a os s nt r t Ther e e a i e m a s ie poepr s nt tv y m l lt l but s s a t pee i pa t t a t nde a t pa s ng ie y, he t r s rng s he t e e t he s i c ow d,hopi t s s eone m or i por a .N a ur ly,t t r ng o pot om e m t nt t a l ha i nott w a t ls e s he y o it n. J ?' yo str ( c g es t g,( sretltyo lg es mebn t yie / C u t tg o p rt f g g l lg u lp o tiy o v //. : g go s t t teol rb to ( :tltbro lg s mebn t yieyo Pe ha t / tl es n g t lg esn ls o tiy o v u. r ps he ? e gt t t t a a i won' i ve m one l m a i vol e cha ng i r ns cton t nvol y. t y n ve x ngi nsght , t i s orhi s rt ; hos a evaua e t a a i ,t i s s ore , gh piis t e r l bl r ns ctons oo. W hie you' lseni i' i por a t t t s ke u r l r i t ng, t m t nt ha he pea r nde e s s a how m u you vaue w ha he or s ha t s y. W hen t nd ch l t he s o a s ke s u r t nd t t t y' t l t you w ih m uch m or pea r nde s a ha , he l ak o l t e dept a g h nd oodwil l. O ne w a lconve m y i er t i by l ng pe e i t y y nt es s ooki opl n he e a t y s a ll r d how e f c i t sw a w he ls udyes s he pe k. ea ne f e tve hi s n t i d s a hypnos s e t ge i.

CONVERSATI NAL KEYS O
l or r t hypnotze a hypnots m us m a c r a n t n de o i , it t ke e t i he
s bj cti t al pr e - i t he e a now. do t t t u e s ot ly es nt n he r nd To ha , he hypnots wilofen a k t s j tt ga i o hi e .Thi it l t s he ub ec o ze nt s yes s

i not done f s e ki of pow e t i l' done s t t s s or om nd r r p. t s o ha he w on' be di t a t d by t s r t sr c e he ur oundi .O nl t n ca s f l ngs y he n he a l
i o a t ance. nt r
Som etm e ,a hypnots w ilc a .Ra he t n s a i i o a i s i t l he t t r ha t rng nt
s ec 'e , ' sa e a t brdgeofhernos The r tonae? ubj t yes hel t r t he i s l e. ai l

T he hypnots ca hol hi ga l it n d s ze onge a m or i e l t t r nd e nt nty ha w a Tr i a a ex rm e ,butr lze t tt tl ve ofi eny. y t s n pe i nt ea i ha ha e l nt st i us ly unnec s a y You'e not t yi t c x pe e iy s ua l es r. r r ng o oa opl
under ort n t i o zombi s You'ej s s wi t m t t , ur hem nt e . r u t ho ng he ha

t ri s t i opi ons t i be ng,m a t t you.F t e hei dea , he r ni , he r i ter o or hos pur e , a n o1 e t e c a i fne. pos s pl i d ye-o- ye ont ct s i Lit acie Anot rwa t s se tvl n y. he y o how your lse ng i e l i 'e it ni nt nty s t ough t e t t c que known a (cfel tnn Thi hr he mpa hy e hni s gtp i eiy. s s m et w a popul rze by ps hod s ai d ychot a s C a lRoge s To ls her pit r r . it n a tve y, e c i l you pe i c ly r pea ba wha you'e hea i i rodi a l e t ck t r rng n yourown w or . ds Forexa pl t per on you'e t l ng t s ys '' t hea m e, he s r aki o a : 'm he d l w om e sf s on buye f a de rm ents or love s e a t m of n' a hi r or pa t t e. r e ea e ght a we m a s a ona pu cha e fom t bi m a a ur i , nd ke e s l r s s r he g nuf ct e s M os l we buy c ot s wih a s r etl r. ty, l he t t e ook.You know w ha l t m ea Lo - uts r s Be l s r s Lot ofbl c Tha m a s n? w c kit . ly hit . s a k. t y ound ki of gl m or ,but i' a he v l num ber - i n busnes .l nd a ous t s a iy s drve i s l a m y s e ds et f r m or t n ll a t c ot ng or ook t pr a he s a e ha ook t he l hi t m a a t e s ca a ogue . t r a l we'e ex t d t ha a he nuf c ur r ' t l s Af e l, r pec e o ve hi 'ur r t on ourcl he ,ot r s w er i t oubl a t gh t n' a e ot s he wi e 'e n r e nd he s or si t oubl ' t e' n r e. l r pons ,you s y:' ou'e t bos ,butt r ' ce t i lm n es e a ' r he s Y he es r a n i is on your fee t r dom .You got t be good a wha you do,beke o t t ca e t num be sdon' 1e. us he r ti '
Yourwor s ds how t ot rpe s t tyo r . t gtbar y he he ron ha u' l j s e i e 0 n

tlrfok , ur Io es' tl lt0 You'et nk ng a lf . rsyo ' l csf lr, 0 . r hi i boutt m a e p er l e g he nd
t /r ha nga efct he e vi n fe .

TII Qul tPI - BODY -E ci TCII
Re ba eyo r( et g .Du i t c b rs u gsf s rng he onve s ton,you m a a k o rai y s t ot r per on a que ton s doe n' unde s a S m i he he s s i he st r t nd. he ght l a you qui zi ly,or g ve you a a w e t t s w s s ook t z cal i n ns r ha ho he di t ge wha you wer drvi a .She m i as a w e i a dn' t t e i ng t ght l o ns r n w a t t conf s s you.l a of t e t ngs ha n,t ke t y ha ue f ny hes hi ppe a he s m e que ton a c e a i f om a dif r nta e.Som e oft a s i nd om t t r fe e ngl he bes w a ofdoi t ta e: t ys ng ha r X eyou q ton t he pa tex r e r ues i o r s pe i nce:' s y one ofyour ' You a ci nt wa F le s s edEx.W ha ki ofpr j ct di you do f t m?' t nds oe s d or he ' l r ntoduc a hypot tca el e i o t que ton:'flw e e e he i l em nt nt he s i ' l r t hea ofa I depa t e , he d n T r m nt how m i lus you s vi ' ght e r er ce? Si plf t a e wih your qu ton:' o,i lha t exm iy he udi nce t es i ' f d o S pl i t my fve- a - d w ha you do,wha w oul lt l hi ?' an o i ye rol t t d el m '
T I E TO M O V E M
l you'eup f a a sgnm e , ea , a ls gge tone Ta your f r or n s i nt r der m y u s ? ke
Quik Rth Ope ng a t Quik Pich Body sntnce a c c ni nd he c t e e , nd

pr c i e 10t on t s r nge sa da e r da f t ne w e k. a tc 7 h wo t a r y, ve y y or he xt e For t a t pe s di t m . For ge bou r ua ng he get a bout pi k ng up ci c i nt f your s r c or m a ng l s i r l tons ps l t t le s or e vi e ki a tng e a i hi . f ha ha ns good.Bu t t nott pur e oft sa sgnm e . ppe , t ha ' s he pos hi s i nt T hi a sgnm enti pur l f gut .lw a you t pr c i e pu s si s e y or s nt o a tc t tng your el outt r i aw a t t unna ur lf you. o m a i s f he e n y ha ' s t a or N t t r wha you do f a lvi t s l your l a ni w hen you e t or i ng, he kil 'e e r ng pich t s r nge sw ils r you wel t r s ofyourda .You t o t a r l e ve l he e t ys w ill r s m uc f om t s l i a e s t m a ge sep on t l ea n o h r hi . t s n a y-o- na t he w a t m a i you u t y o k ng ns oppa e. bl
G U T TRAI I G N N
Pichi t s r nge s a a m e ns of m a t i t chni s a t ng o t a r s a s erng e que nd ner e c m e outofm y own c r e . r t tm e lw a 1 untll vs a a e r F om he i s 3 i
wa 1 lha a s f j a am a c a a r c us s ps Afe s 9, d ae ob s giin boa d r ie hi . t r

a l t whie, houg lgottr oft r gi ent d s pboa d r i l h, ied he e m e hi r outne.

G uT TRAI I N NG 83
dec ded t be a m a ci n on l nd. he t oubl lkne no one. i o gi a a T r e? w N o a nt . o pr ge s N oduc r .N o m ee i pl nne s l e s nce lha es tng a r . n s e , d t r s a tm y Ca e rf om s r t h. o etr re r cac l a i d a t chni e l ha r d a pple e qu d ea bout i a t n, m i eon hi m gr phe bookltcal J T' e (gs Dt ll /by Pa lDim ond.l a d e led t ts lt, g rf, g r t u a n i, D i m ond e a ns hi m e hod of c d calng f m a c a . t a xpl i s t ol li or gi i ns Ba i a l t si w ha he s ys s c ly, hi s t a : + W a k i o a hot lora t a s l nt e r de how. + C he ou ise nt ca e ri t l y t s e w ha s ci l ck t t ve s l nda n he obb o e t pe a
event ar goi on. s e ng
+ Fi a hos t lt r nd pia iy oom or c ockt i pa t t ts m s pr i al ry ha ee om s i a w aki o i a t ng, nd l nt t s hough you be ong. l + D o 1 m i t ofm a c f as a lgr ofgue t . 0 nu es gi or m l oup ss + A fe you pe f m , s one oft g oup m e ber t poi ou tr r or a k he r m s o nt t t hos . he t + A ppr ch t hos .Te lhi youke be pe f m i f hi oa he t l m en r or ng or s
guet, ndt /r e o ngwha you'edoi Lethi k w ss a he e njyi t r ng. m no

t t i he pa your f you w ils a on t e e t i f t ha f ys ee, l ty o nt r an or he r s oft pa t e t he ry. U s ng t a i he bove a oa w a le ra ke t l ve?Ye , t ppr ch, s ve s d o ea s bu lgot a ke t s a f r m or ofe t n lw a a ke t l ve. s d o ty a e t n ha s s d o ea The r to w a pr bl 20 : . a i s oba y 1 By s howi i ta i e,not onl di lgetw ha lw a e bu ng nii tv y d t nt d, t t hos a t pa t he t nd he rygoe s got wha t y w a ed, t a f r t he nt oo: un e ni A n e ni t y wou d r m e be a t l a ve ng. ve ng he l e m r nd ak bout . l s il us a va i ton of t s busne s ge r tng t hni tl e ra i hi i s - ne a i ec que t y.W he l not booke l fnd out whe e t r ' a t a oda n ' m d, i r he es r de s w a lfy t e. nc l i t c ho nd l her O e ' n he onve i c e , l f m nton ent r l ook or w ea ne si t r k s n he oom . N ow,t tdoe n' m e n ll f w e k c pa es W ha ldo ha s t a ook or a om ni . t l f i a e e i lc pa t t f ii a t s ook or s n xc ptona om ny ha ' alng t he how. s lw a k up t t per on i c r a s y ' m i be t m os l o he s n ha ge nd a , ' ght he l t i por a per on you' m ee t y, beca e l ca s ve your m t nt s l l t oda us n ol

THE QLICK PI BODY I TCH
pr e ,a you' pr e l obl m nd r obl m ooks pr ty bi ' l we l dr s ed e e t g. ' ' m l es a a tc a e s he ls e . nd ri ul t , o i t ns l s y,' o ones he e.l' t o hour i o t s a ' N ' r t w s s nt he how a you nd ha t sbi e y 100t a i l stril. onei s ve hi g mpt 7 h nd t ook erbe No s hoppi ng i . ha t m ilon dola s i r i a pr t You ve en li l r n obotcs nd oduc she e, t t r bu no one w a st s e t m . nt o e he ' ca gua a ee t t you' ha a hundr d a ffy ' n l r nt ha l ve l e nd it pr pe t lned up i f ont ofyour l dos c s i n r ea gene a i m a hi i r t on c ne n t el e m i t .lwildo i f f e l i wor , r goi t w v nu es l t or r e. f t ks you'e ng o ha a bi r pr em .You'e goi t ha t oubl ga he i ve gge obl r ng o ve r e t r ng a 1 t l a . You'e goi t r out of prnt rbbon, t a 1 he e ds r ng o un i er i r ns rpton t pe,a m a ci i a nd npowen' ' D oest s a oa a w a w or hi ppr ch l ys k? lm a i w or Com pa e do,i f c ,t n m e dow n.S eke t k. ni s n a t ur om tm e ,lha t do t t f rcol c l a a gi n s w . i a i s ve o wo o ou d als t ve ho But t 1 w a doe w or e ent ly. ys s k v ua l T he poi l t yi t underi he e i t t t be e a nt ' r ng o m lne r s ha o com bete per ua r your goi t ha t do t ngs out i your t r s de , 'e ng o ve o hi s de c f tzone. om or D oi t ngs out i your c f tzone doe n' m e n you ng hi s de om or s t a m us be t com e a dif r nt pe s fe e r on. l doe n' m ea you'e a t s t n r phony.l c t i y does tm ea you ha t c pr i e your t er a nl n' n ve o om om s et cs hi . l m ea you s t ns houl t 1 t your s f conce s op you. l dn' e el pt t f you t nk your t s ort ner hi 'e oo hy, oo vous ort di fe t do , oo gni i d o w ha l a ki you t do,you r l tng you f r i er er t ' s ng m o 'e et i r ea s nt f e
wih wha coul be am or lber t d,enj bl pe s sve lf t t d e i ae oya e, r ua i ie

f you. or You don' ha e t w atuntlyou ha c a ors l e t v o i i ve our ge kil noug h t t y You'e r d rghtno . o r . r ea y i w
T O D AY
. . . St i rke up aconve s ton w ih a s r ngeri a t t r as pe r ai t ta n hea e , u r m a ke ,whe e r r t r ve .

85
The hi herwih yourQui Pich ope ng.W hen s n, t t ck t ni he sys ' a , ' do you do t t'f l up wih t Quik Pic How ha?' olow t he c th
Body s nt e ence. W he s a w e s ls en cl el Look he i t e Pr es n he ns r , i t os y. r n he ye. oc s w ha s ss yi a r ti ba k t heri yourow n wor t t he' a ng, nd epea t c o n ds o s w your t ho 'e hought u l we ghi he i a .Le t c ver af ly i ng r de s t he on s ton fow f om t r i l r he e. l you w a t t n t c er a i i o aper ua i c f nt o ur he onv s ton nt s son onve r s ton, l ha a pl tm e.O nc s s a t t l ng,a f w di a i you' ve m e i l e he t r s a ki e f f e s na i wilpr s t m s v : er nt ce r os l e ent he el es + You' di c rs ' a pr pe t l s ove hes os c . l + You' di c rs ' nota pr pe t l s ove hes l os c . + You' dico t t w hie s ' not a pr pe , s know s l s ver ha l l hes os ct he s e w ho i . om one s A 1 t s s ena i ha a pot nt a l good out om e: fs ' a 1 he e c ros ve e i ly c l hes pr pe , ha e acha t pich a pe s de he .l s snot os ct you v nce o t nd r ua r f he'
apr pe , ha ac nc t en oy afindl c r ai l os ct you ve ha e o j re y onve s ton.f

s ' not a pr pe t but know s s e hes os c om one w ho i , you ha a s ve c nc t ge a i r ha e o t n ntoduc i t t tpr pec . ton o ha os t
Ba kr c oom ' p I t Quik Pic Body l or he c th l

Qui Pich? Us t pic n' bes find:apr Sa ck t e he thma s t re op. y
you m a a ur pha m a eu i a s W hen you'e a ke wha nuf ct e r c tc l. r s d t you do f a lvi r c i o your pock a pul out a or i ng, ea h nt et nd l l pil W i hou a wor dipl y t pil on your open one l. t t d, s a he l pa m f a f w s conds Don' r h. Pl y u t m ys er l or e e . t us a p he t y. T he poi t t pila s y:' t w ha ldo f a lvi n nt o he l nd a ' Tha ' s t or i ng. M y c pa l he lve .W e er di t pr em s l you om ny engt ns i s a ca e obl . f ha a f s hea t t w e sow i dow n.l you' depr s ve a t r bea , l t f r e es ed, w e r ove t depr s i 'Be i ve m e, em he e son. le ' you w ilbe ls e l i t ned t a r em ber d. o nd em e
+ W a a s m pl w a t i e iy peopl ' a t nt on du i t nt i e y o nt nsf es t e i r ng he

THE QUI PI BODY CK TCH
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TII sloc x PI - 91 -E - m TCII
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TII sloc ax PI -E - it TCII /
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TII sloc ax PI -E - it TCII /
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+ H a ng t ou e k w i w hi h per ua i poi st m a i o vi r bl no ng c s son nt o ke nt soga ? As yourel,' ha do lw a peopl t r m em be ?' l ns k s f' W t nt eo e r' Re ryoura we i as tphr s Tha ' yoursoga nde ns r n hor a e. t s l n. A lo a k your e f ' ha do lwa t m t do?' tr s s s l ,' t W nt he o 'Tha equie a he soga l you w a t m t vot yeson Pr r s not r l n. f nt he o e oposton 29, ii yoursoga i ' ot Yeson Pr l n s' e V oposton 2 ' ii 9! '

TII sloc x PI - 95 -E - m TCII
+ U s e t e e dit t d i a e y t m a e soga ss i k M e or e x r m , s ore m g r o k l n tc y. m y e ers r l on s c i a er s t tc ce s c e ea iy t xp t e y u h m g y o ha on pt om sl o m i Le m e gi e you a e m pl ofhow you' m a i wor nd. t v n xa e d ke t k. Sa t l ls y he oca choolnee f ds unds t r buid is c um blng o e l t r i gym ,a youke bee c e t pic t ca e t nea by bus nd n hos n o t h he s o r i nes e .O ne ofyourm a n pr s a i poi s: he t gym ss i e ent ton nt W n he w a buit t r wer onl 6OO c l e a t ng t s hool s l, he e e y hidr n tendi he c . N ow,snc t c m u t ha gr i e he om niy s own,t s he choolha 1 500 s , s ude s a i e s of2 pe c nt t nt , n ncr a e 50 r e . H ow do you m a t t poi w ih dit t d i a y? ke ha nt t s or e m ger M a w a a e pos i e.H ow a ny ys r sbl bout t ng t 2 pe ce yi he 50 r nt ga n t a herga n e r i o not i ve yone i f m ii rw ih- wei ga n. s a la t ght i l you w e ghed 1 O pou a you i r s d yourm a s f i 6 nds nd nc ea e s by 250 pe c ,you' w e g 4OO pou . r ent d ih nds Yourdi t t d i s or e m a r soga ' t i a 1t e s ude si o t c r ntgym ge y l n: ' tng 1 hos t nt nt he ur e Fi i lke pu tng a f - ndr d- nd m a i a hundr d- ndsi ti ourhu e pou n n e a sxt pound m a spa s ' i yn' nt . O r com pa e t s ude gr h t s e hi e s e r , r he t nt owt o om t ng le ve yone c n i ntf w ih- depa t e s or c ck lnes a de iy t r m nt t e he out i . Suppos i w a C hrs m a w e a you ha t w a ton a e t s it s ek, nd d o i depa t e s or lne.You m i ht e r m nt t e i g xpec a c ck lne 1 t he out i 5 peopl l e ong. tw ha i t tlne wer 250 pe c gr t r a Bu t f ha i e r ent ea e , 1 m os 40 pe e l t opl ong? Af e pa ntng t tpi t r f your a t r i i ha c u e or udi e,you m i pe i c ly r c l t dit t d i a of enc ght rodi a l e a l he s or e m ge ' ' w a tng yourt n a t e ofa f t pe s lne. ii ur t he nd ory- r on i ' H ow a bouthei ? l you' 6 f e t l a youroppone ght f r e t a l nd e nt i 250 pe ce t le t n you,hes 1 f t t l.Nlght you s r nt a l r ha ' 5 ee a l i t com pa e t tol cr w de c um blng gym t ' a ng hen r ha d, o d, r i o pl yi ba k ba la i ta oppone ffee f ett 1' s et l ga ns n nt it n e a 1? ' You ge t i a.W ha your doi i i ensf ng t t he de t 'e ng s nt iyi he
i ge i you soga s i hisyoura enc lkeablck a k. ma n r l n, o t t udi e i a jc

+ O t rw a t m a a soga m em or bl he ys o ke l n a e:
Us ( Igt ef/oeIgt ar i b allcg tg to ' l t lke a eg lrs zgs lrs e n arle o sr cfg: ' oa i /g q t F buterl s i lke abe ' t fy, tng i e. '

TH E SLOGAN PI TCH
Cieyo rb rs ( f egg rype 'ft g o don' ft you v u ba e g gtr t / l: ' he l ve g /g l t i,

m us acqui ' t t. '
To n yo rb rs b srg g tyeb rrypfp c rl get:' se. n u ba e y tflfp o te / l o lo ps Ta t g g l N otw a s . it'

. .
+ W he you r pea as oga m a e s e you'e doi i i aw a n e t l n, k ur r ng t n y t t a opra e t t st ton.l you'e s k ng bef e a ha ' ppr i t o he iua i f s r pea i or l r a enc you ca delve yours oga i a l a ge udi e, n i r l ns n oud,t phum i w a l you'e s ki t s a l gr ng y. f r pea ng o m l oups or one- one on- , you m u t ft you soga i m or na u a l ot wie,you s i r l ns n e t r ly; her s c e a r sa a a e sve pe s s on m a ne. om c os s n ggr s i r ua i chi For i t nce you don' w a t s y,' ns a , t nt o a ' a e Am y' f You r s avort unc e' ' a e Am y' f vort unc e' ' a e Am y' ie l ' ' ; You r s a ie l ' You r ; s f vor t unc e/ ove a ove a i l you do,you' s a ie l ' r nd r ga n. f l ound l lke your f yea s ol i 'e our r d. l t d, you wa t elbor t on t t s nt nc , a r ns ea nt o a a e ha e e e nd ephr s i:' om ,ldon' t n you r ai e t s b you' Am y' ae t T t hi k e lz hi, ut r e s f vort unc e.She t d m e s She l ve s ndi tme wih a ie l ol o. o s pe ng i t you. twou d m e n a1 t heri you ca e t he bit y pa t l l a ot o f m o r rhda ry. lkno yo r ac e ofhoul' i a a buts ' altl g r, w u' oupl e s drve w y, hes ite il s onl ha on f vort unc e a i w o d m ea s m u h t he y s e a ie l , nd t ul n o c o he i s c d s eyou t r when s bl outhe ca e . r f he oul e he e he ows r ndl s' '
A Tr f maton M echani :M isi t O bvi ansor i sm s ng he ous

The st ene Th word' I ges perume man act erhasas ed youradv tsng e l s ar t f uf ur k erii fr t meetwih i peopl t s e it e' a mat Yourexecuie im o t t s e o e f her s ch. tv boar haschos yout r es tt fr d en o epr en he im. Youwan t mak s e you pr enaton i aitght s youcal t o e ur r es t i s ri , o l t h yourfr scr ie and s e t ogeter im' eat v als eams.z' goi t do my lm ng o pi 'you s ,' i yout nk ihasgaps Itme k ' t ' ch ay ' f hi t and ,e now.
(oni e ) c t d no

TH E SLOGAN PI TCH
( nio d Co t e ) n
Youpichyourhe r outan when your t ou youwaie t at d 'e hr gh, t xpecant A f peopl gi you c srct e comment,butyou f t l ew y. e ve on tu i v s eel tey'e hol n bac h r dig k. Fer hapst don'wantt slm s hey t o a omeonewho hasbeen han dpi ed b t e ck y he xecut boar Youv pr ed f t sev talf i ve d. 'e epar or hi enu iy
wi a me h im. o htak yony rIpop an a poicor t h c ans Y u i e ou a t , d r e t

t owsa si onte wal Thatsi s t f l n hr lde h l . lde ays he ol g: owi Thi i a mos unus alpar aph.How qui y can you ss t u agr ckl fnd outwhati unus alabou i Itul I s or nar, i s u t t t r y ooks o di y ? youd t nk n hig waswr wih iand,i f ,not n i ' hi ot n ong t t n act hig s wr wi i.I i unu ualt ong t t t s s , hough.W h Stdy i.Thi h y? u t nk abou iand you may fn ou.Tr t do iwih c tt id t y o t tout oachi ng.
Iyo wor a ifra btiwi da o yo . impt i f u k tto i t l wn n u So u o t , l I

Ty yours latfgurng iou,iyou c Good Ick and r kil i i t t f an. u don' blw yourc I t o ool
Y p l sop thfom y ri k tp k ta ds y zouh v ou ula t wac r ou ace oc e n a , Y a e

sxt s ondst s ve t rddl oft par aph.Go. i y ec o ol he i e he agr ' Afera mi t you as f ans s F e t e gueses but t nue k or wer. eopl ak s , non hi t mar e t he k. s Fi l,yout ltem :z par aph i misng t mos comnal y el h That agr s s i he t mon I t i t Engl h I guage:E.Y can Iokf an wi f et n he er i an s ou o ar d de or anot par aph I e t son and nev fnd i.I a s ond,11t l her agr i hi e k er i t n ec /1el youwhy Iask you t su t par aph.Bef e Ido,her i on ed o tdy hat agr or es e fnalpuzzl ' i e. ' Youhi t k and t si ch t he ey he l de anges : MY FI SHED FIES ARE NI L THE RESUL OFYE T ARS O FSCI FI STUDY ENTI C COM BI W I THE NED TH EXFERI ENCE OFYE ARS.
(oni e ) c t d no

TH E SLOGAN PI TCH
( nio d Co t e ) n
zNow you h ffeens ondst dicoverh man Fsar i z ave it ec o s ow y ' en t ss t e.Go. hi enenc ' ' Aferff s onds,you s th of t si and as f an t ieen ec t wic f he l de k or s s Mos peopl s f rF' A fw,fve.Y s t t si wer. t e aw ou s. e i ou wi he l ch de backonand s zthassx F' Countt yous f'Ev wihyour ay, l i s. hem rel. en t ' pr ig,man peopl miss omptn y e s ome.You wal u t te s e and k p o h cren t eac Fwihyourfnger ap h t i . zF e miss Fsbecau e oft Ine br s.Butaneven zeopl s ome ' s he i eak
bige ras i b c s termidss i o e tewor o whc a g r e on s e aue h i n kp v rh d q ih ppear t ee tmesi te s en Ofs s hr i n h ent ce. eemsisi fc .I h dl n gniiant t ar y
s e t mat rBu wi ou o tes tn ewont r. dwi o t e ms o t . t t t q h ene c e h 'wok An t u h

c i te F' i te t ee of,yourans i wr g. ountng h s n h hr s wer s on z hyam It t i you I e t s Bec e my pr ent i i z W orurng i hi? aus k es aton s v y i t tt me and t ourc er mporan o o ompany.I meanspr tgeand dol t esi I si ourpock s.I f ,te prs t i i s i t t tatI ar n et n act h e enaton s o mporan, h wantt do iagai f you. o t n or zI tt do i agai onl t stme,I zwan o t n, y hi i want I i atiwih you ookng t t ne eyes W i yourE and Ffndi eyes w . t h -i ng . zI tyout wat and I t t mewihaIyourcol ct e wizwan o ch i en o s t I l i s e v dom,and t lme h Ican i o i.Bel ve me,Idon' Ik t be el ow mprve t i e tie o crtci an mor tan an ofyou doe Bu t spi i t i ii zed y e h y s. t hi t s oo mpor ch t t aIofu Ineed ev - shel ' anto I s. el yone' p. Your epeatyourpi Thi tme,i s k s i and h pf t ch. s i t pars erous el ul
c omm en s t.
Behl t Stene nd he Iwor asdes i i ' Scene. t ks crbed n ' The '
Backr oom 'l I M i sng t O bvi lps or s i he ous

+ Obvi sy,ti mech s i r l f mec s .I r tne ou l hs anim s eal wo hanims ' oui d y ve tem t h f you,bu you can us t ' 'par aph an t h ogeter or t e he ' E' agr d he 'F's enc s ar el,dependig u you audi cean goal. '' ent e ep at y n pon r en d s
(oni e ) c t d no

TH E SLOGAN PI TCH 99
( nio d Co t e ) n
+ 80t parscome fom L r Beck ,a f h t r ary er amed pr esi alment it of son al . s + Consderprntn one orb0t oft e mechanimson te back i i ig h hes s h of your busnes c d, s you c u e i as a con s i i s ar o an s t veraton
s arer t t .
F e or xampl,s ppos Im a mar etn cons t t and Im i a e u e' k ig ul , an ' n r wih r t s Ihan one mycar and s oom t eal . d or d ay: ' I wantt t n tatoveran have a I Youl s a ' I You' o ur h d ook. /l ee s enc prned ter A s iar s t e. ent e it h e. olt y enenc 'Now,t e' s t ng pr oun aboutt s t e,s ' her s omehi of d hat enenc omet ng you'e goi t wantt kn abou.I h a diectbearng hi r ng o o ow t t as r i onyourbusnes and on t rvenu you des ve t mak i s he e e er o e. ' oud you Ik t k ' l W ie o now h t s ence can hel you ow hat ent p mak mor mone W oul you Ik t k e e y? d ie o now how t s t e hat enenc c hel you move mor homes ata gr erpr i an p e , eat oft ? ' nkoft s enc asa di ' Thi hat ent e agnosi asa t t I a moment tc, es. n I am goi t ask you t r i sl t . Youl have ffeen ng o o ead t i l en y /l it s on ec ds. z hi you/e r ng t s en Iwantyou t countt z l W e r eadi he ent ce, o he numberoftmesi it I t Fappear. i n t he et er s z nc Ihaveyou ans ,I lt l h i r at t you, z e o r wer wilelyou ow t el es o you bu i s yourr r snes , evenu .Ar you rady?GoI es e e z oplNo mor c i How man tmesdi t Fappear z st e ountng. yi d he ? zFvetmes Thatsexc lntM os peopl s f r Bu i f , zi i ? ' el . t e e ay ou. t n act te corectans i sx.Ch iou. h r wer s i eck t t z hats t ? Y s you woul have f nd z W ' hat ou ay d ou
wer tpr s i you en' esurng ?
'Ibel e you.I Ihad Ityou go sowl,you woud h ' i ev f e l y l ave c ed sx.Buther s t poi Iwantyou t un san about ount i e' he nt o dert d tatt t and how i r at t yourbusnes . h es, t el es o i s 'Fes ur spee and ditaci wer par oft t t Th 'r s e, d, sr ton e t he es. ey wer con ton Ibui i o i. e dii s l nt t t
(oni e ) c t d no

TH E SLOGAN PI TCH
( nio d Co t e ) n
'I t s way,t mar et ace h c dii s bui i o i. 'n he ame he k pl as on ton l nt t t O n oft e c t i te numberofr f s viesfghig t e hos ondii s h ons eal er c i tn o y s vi yourpr er ce ospec.Ther ar r t fr Inig te sr sof t e e eal ims i n h teet y e y t an ci and dozensmor on te I er et waiig t ver own d t y, e h nt n , tn o cu you outwih Iwerc t t o ommisons Butt ' wher Ic be of si . hats e an hel .... p ' ' # Anasde:Ite El spar aph iti ed you,you mi twan t i fh es agr nrgu gh to r Geor F ec' no wrt i Fen as l Diparton ead ges er s vel ien n r ch t a s i i and tansat i o En i asA kof Isa wor ofcl e t t ee r l ed nt gl sh ' d. t ' k os o hr hundr pages and nowh e i idoeste I t E appear ed , er n t h eter . W h consr nsdi an El snovelpu on F e W el,t at tait d es t erc? l wo. t r ofaI Engl h wor cont n atI tone E,as do s ven hids I i s ds ai eas e ei h ofaIFr wor .I n t choies h had t mak ghts I ench ds magie he c e o e. I f t you mi tdo mor tan i ne.Asan exerie,ty n ac, gh e h magi cs r wrtn an El semaiofatI t75 wor ,an s ho i rads. ig i -es - l eas ds d ee w t e O r i you/e ev mor advent ou ,wrt yourown Els , f r en e ur s i e - s e
me h ns tx,rl e t y rprdu t a d pr e tta on a c a im e t eatd o ou o c, n oic h t

s e durn a pr ctmeetn cren ig odu ig.
CO N VI CE W I H N T SA M PLES
he ot r ni ht l s ood i f ont of N e Yor Ciy' he g t n r w k ts M a m e Tus a s W a M us um a w a che t da s ud' x e nd t d he powerofs m pl a w or a es t k. T hous ndsofpeopl r he pa tm ew ih a pur ef l i a e us d s t pos ul ook n t reye ,s e i he lbe on t i m isons t m e f i nds hei s e m ng l- nt he r s i : o et re , ha di ,s a s ve nner ee how,hi a ni c u lt t ght l b. houghtnot ng coul hi d sow t i pa e.l a w r l he r c w s ong. Behi a ve ve r out i t m us um s ood a w a fgur nd l t ope sde he e t x i e of Robi W ila s l l ed lke t a t i e r det i,e en n lim . t ook i he c or n ve y a l v dow n t t fnger is o he i na l . T he pe e pa sng b s oppe a s a e The e m i opl s i y t d nd t r d. y xa ned t fgur a ca l d out t f i nds s t y t coul s udy i . he i e nd le o re o he , oo, d t t Behi t W ila s lk s w a a ga l t of lf lke w a fgnd he li m i ene s s unte ie i x i
ur s sa elL. a ks W hoopiGol g,M iha l ck one - mu J c on, dber c e Ja s

us i vi we si o t m us um . herng e r nt he e T he peopl who s opped cha d t re ni spl nson t e t nge hei ve ng' a he s .lhea d one w om a s y,' e ca s e a m ovi a i e,bu pot r n a ' W n e e nytm t

co xvl cE W I S PLES x TH AM
how of e do we ge t s t s ' Anot r ' tn t o ee hi ?' he : The r s a a l e t ur nt w a ed t go t i ope l t Let go i o t m us m fr t a nt o o s n a e. ' s nt he eu is , nd t w e ca ea . hen n t' ' M a m e Tus a s w a n' t onl e m pl of s m pl s a da s ud' s t he y xa e a e t w or ls unt r a ound Tl esSqua e a a m os e r busnes k. a e ed r m r , nd l t ve y i s ls w of e e s e f m ofs m pl a f r d om or a e: T he m usc s sor ha is ls e ng s a i ,whi h w e e i uper t e d t it ni t tons c r c ow de w ih t e ge sls eni t s ppe sfom t l t r d t e na r it ng o ni t r he a e tCD s s . T he c ot ng s or ha is fti r s wih lne ofpe e l hi t e d t itng oom , t i s opl w a tng t ty on t pa sa t . ii o r he nt nd ops T he gou m et s r hop pr f r d a t n s i e of r s be t of e e hi lc oa t ef o s hopper . s T he he lh c ub ofer d a de pl dic at l f e e y s ount t ee- ont ed hr m h t i l a a pr lm i r t bu ng isye r l m e be s p. ra , s e i na y o yi t a -ong m r hi T he t a a r vel genc pr ot a ditchea cr s a a e i ey om ed r - p uie s n ntc
mentt j n iscr s cub. o oi t uie l

T he c r ca ur s on t s dew a k dem ons r t d hi ca t a i t it he i l t a e s r ooni a ltes by dipl yi e m pl of hi w or on a ng bii i s a ng xa es s k n ea el s . T hes s m pl s s r d t f tons e a e e ve wo unc i : T he s y howed pr pec s t tt busnes ' pr ct do w ha os t ha he i s odu s s t
t bu i s camst ydo.( wa fgursl dr lt he snes li he The x i e ooke ea;he muscwa cachy;t r s bee wa j c ) i s t he oat f s uiy.
T he 1 pr pe s t s t pr y et os ct e t he oduc s t m a e s e t t t t o k ur ha he
pr ct ftwha t pr pe twa e ( os c :Thi r s odu s i t he os c ntd. Pr pe t ' s oat bee tsesj c bu do lr l wa t ea mea t ght' f at uiy, t eal nt o t t oni ?) y
l you w a t per ua peopl who don' w a t be pe f nt o s de e t nt o r s ded,you m us pr vi t ua t o de hem wih a s m pl of your oferng. t a e f i O t r ie,t y' he ia e.O nc t y hest t ,youl pr bl he w s he l s t t l e he ia e ' oba y l l et m . os he

coxvl xcE w l llSAM PL -f ES 1 o3
A 1 m y lf l ha gi a a s m pl of m y wor M y 1 ie ve ven w y a es k. pr pe s don' ha t w ondera os ct t ve o boutw ha t y'e geti The t he r tng. y s t pr s a r ul i f ontoft i e s. t one oft ee he oce s nd es t n r he r ye Tha ' s he m an r s w hy m y c osng r to i hi l f c ,lof e r f rt i ea ons l i a i s gh. n a t t n e e o m ys fa ' J g lg Puppy D og C l e. el s The - rt f g os ' T he Pu y D og C l e i a s l s t c q a t i bepp os s a e e hni ue, nd he dea hi i i t s l you' s li a puppy,a t f m iy w ho w a s nd t s hi : f r e lng e nd he a l nt t buy t puppy hest t s ofe t m t puppy f e f aw e k. o he ia e , f r he he r e or e l t y don' l e t a m a , he brng i ba a owe you not f he t ov he ni l t y i t ck nd hi Asyou ca i a ne, he r t n r t on t tdea won' behi ng. n m gi t e ur a e ha l t gh. O nc t f m iy ha t puppy a hom e,t y gr a t c e he a l s he t he ow t a hed t i .For i t nc t y ca t ke ye lng,' e dogl's t y o t ns a e, he n' ep li ' y, H / o he ' na e i . ow t puppy i G e ge. tha a i ntt m tN he s or l s n de iy. G eor w a hi t i,pl ys wih t chidr lc t pa ge gs s a l a t he l en, i ks he r e s f c ,a ba i ly a t a a e.H e now ha aper ona iy. nt ' a es nd sca l c s dor bl s s lt T he f m iy ca e f G e ge.T he f e hi ,w a k hi ,a a l r s or or y ed m l m nd e n wi hi bot om i hess l d hi s f A nd you k ve pe s t f ' oie m el. now a wel s l a ldo t twhe peopl ca e f s e hi t y us ly de l s ha n e r or om t ng, he ua l ve op a bond t i . ot
W he you we e s lng t pu n r el he ppy,i wa j s a he puppy. i t s u t not r

A fe aw e k w ih t f m iy t tr e t he a l , houg i ha c vi e t m t ti h, t s on nc d he ha t doe wha puppi ss l do. tpuppy now i af m i m ember s t e hou d Tha s a l y . T he s m pl ba e cl e does t a y onl t puppi .As l a e- s d os n' ppl y o es s i lus t s m e c os wee y s e i e da l ad, e he a l e kl , om tm s iy. W he lc d- a la t a s s ldon' t y t ge pr pe t t n ol c l t r de how , t r o t os c s o buy my s r c i one t e da chunk.Tha w ou d be quie a e vi es n hr e- y t l t c m im e f t m t m a ,w ih m y a oa hi t om t nt or he o ke t ppr c ng hem f om r out oft bl lhol of a 1t l of da a f s a com m i he ue. d f 1 ak ys nd ee nd t m ent u i a t r t yke s e w ha lca do f t m . s ntl fe he en t n or he l gi t m one s .O nc t yke s en t c owd, l t l ve he how e he e he r el t :' ca do t sfve tm e a da f t r toft s hem ' n l hi i i s y or he es he how a m y t r t ofX dola s a da l you don' w a m y s v ce ,gi m e a ae lr y. f t nt er i s ve hug,a lw ill ve. ts nd l ea Tha how w ilha be n my gitt you. l ve e f o ' ' W ha c n t y s y? Bef e l a rve t r 100t w a dea t a he a or r i d, hei 7 h s d. N ow t y ha pr pe t lne up dow n t a se.l e f c he ve os c s i d he i l ' or ed v

1 o4 co xvl cE K'TIIS PLES x I - AM
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he ac pa hiesm e, he ex tf y e cien om ny r t y pec ur , x t m ent a a 100t bu gi w ih pr pe s To , nd 7 h l ng t os ct . gi t ve hem w ha t y w a ,ls etm e r s tt t he nt om i s e or o ba e m otva or .Chi a ong t e m otva or i s i t s ef m hos i t ss m one C r w ds c e r ng f i . y. o om unni or t lr m em berone t a s e r de how a f w ye r ba k. nei e as c A ghborng i 100t ha 1 200 pe e cr w de i o i ,whie m i ha none. 7 h d , opl o d nt t l ne d T he r a on? The wer a es y e bout t gi a a a H u m er a t o ve w y m , nd he a l e oft t uc pr d t m uc f a t est r it N a ulur he r k ove oo h or tende o ess . t r ly,ldi tr i h t st ton,butlkne ho t r ctf i . al dn' els he iua i w w o e iy t l s ood on m y pl tor ,wa tng f t m t a t af m ii or he o nnounc t e he wi nners na e. The m om e t y di l s ppe 50 crs hun' m nt he d, na d ip dr dola bil i o a one- nded f n,he d i hi a cred ed- l r ls nt ha a l t gh, nd i i o my c a d- P s t m : nt r nke up A ys e ' di a ge l m e l t hea i f t w i ' es nd nte n, e ' La s r t or he nner of t t ha H um m e !And f t e who di twi i,l e gotfve t s nd r or hos dn' n t ' v i hou a dola st gi e a a l u s you s a i f ontofm e rghtnow, l r o v w y. s gge t t nd n r i bec us e n i you don't ke hom e m y fve gr nd, wil ve you a e ve f ta i a l l gi git ofg ne va ue. fs enui l ' '

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D urng t fr ta oa h,lsm pl ca l ta' f'a s y not i he is ppr c i y l i ' t' nd a gi hi m or ng e.
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CLI T TESTI I NI S EN I O AL V
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EX PERT O PI I N N O
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l you ca tfnd s ch a s ve cons de c f n' i u ur y, i r onduc i yourow n tng s r et pol.l in' difc t C om e up w ih fve qu tons a t te l t s t f i ul. t i es i bou yourofe i s op pe e on t s r t a fr t que tons a f rng, t opl he tee , nd ie he s i t t .Re d t num berofpe e you s opped,a we la t i hem cor he opl t s l s he r
answ ers.
W he you us yourfndi t ba up a poi i yourpich, n e i ngs o ck nt n t don' t y t hi you m et t r o de r hod. l t ot rpe s exa l w ha Te l he he r on cty t you di ' y s a fcondu t a s r tpol. y t c i d: M t f c ed t ee l The ook lpboa ds r , a s opped peopl on 57t Stee , be wee 5t a 6t Avnd t e h r t t n h nd h e es The a ke fve qu tons Two hundr a e ghtpe e nu . y s d i es i . ed nd i opl rs e ponded.H er a e t r s t . Yourgum pton a wilngnes e r he e uls' ' i nd li s t t s youri a s d i pr st ot pe s o et de s houl m es he her r on.
T H E REA L REA SO N W H Y
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S PECI CI FI TY
' r nkl ou m a k i s i s W e don' pu e ' a y, r r etng tnk . F t t nough m one y i o t de r m ent l t d, e putt lon' s r ofourf nds nt he pa t . ns ea w he i s ha e u i o r ea ch a de l e . t why we m a e s h as pent es r nd ve opm nt Tha ' s k uc u rorpr i oduc . t ' e gi you t pr ct a we hope i i pr s esyou. fi ' W ve he odu , nd t m es l t i pr s esyou,wer be tng t tyou' t l yourf i nds m es 'e ti ha l el l re . ' ow m a ofyou w a t dea w ih a c pa y t tdoe n' ' H ny nt o l t om n ha st know how t m a ketbu m a st be ts t a e outt r a i o r t ke he s ofw r he e nd s w ilng t gi i a a t c ea e a gr s r sm a k i ca pa g li o ve t w y o r t a s oot r etng m i n? Ra s yourha l ie nds' ' You don' ha e t be i a s l s t ton t us t r s t v o n a es iua i o e he ea on w hy s r t y. n f c , r nt us i a 1t tm ew ih t ru ul t a eg l a t pa e s e t 1 he i t hei nr y chidr n. l e T he ot da lw a st i i a r s a a a s w a m ot r her y, s itng n e t ur nt nd a he a gui w ih hert e yea - d da er The chid w a pl yi r ng t hr e- r ol ught . l s a ng i s a a f om t c os kic door nche w y r he l ed t hen . ' e a a f om t e/ t m ot s i The da ght r i ' t w y r G her ' he ' her a d. u e gnor her ed . ' e a a ' t m ot r c i d ' t door wilhi you ' t w y/ he G ' he ontnue ' he or l t a we' ha t t ke you t t doct f s ic s'The c l nd l ve o a l o he or or tt he . ' hid m ove d.
SPEC I C I Y FI T
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C A SE STU D I ES
A ca e s udy i a s or a s t s t y boutone ofyour s c s es You ca deuc e s . n lve i i m i e or s c i r t n nut s e onds de , pendi u ng pon t st ton.l he iua i n f c ,i' a good i t pr pa e 10t l a s t ve s ons of at t s dea o e r 7 h ong nd hor r i yourca e s udi ,s you'e a e t pe s de i a y c r m s a e. s t es o r bl o r ua n n icu t nc Sa you s la C D - M pa ka t tt a sbus ne s opl y el RO c ge ha e che i s pe e how t a t a c i nt .Yours tve s on:' r e M il owns o tr ct le s hor r i Cha l ne ler a ha rs l t ts r c d a a r ge ofone hundr s ve y-i i a on ha e vi e n ve a ed e nt fve
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f t n hu e a ffy dola sa wee ' ouree ndr d nd it lr k. A l ve s on w oul s ong r i d ound m uc t s m e onl w ih m or h he a , y t e det i .P ha youd di c s M il ' fus r ton a ha ng a s a a l er ps ' s us ler r t a i t vi s t gna busne sf f yea s Then you' s nt i s or our r . d egue i o how s us nt he ed

PII - OTOG R -S APII
yourt chni s Fi ly,you' t l a e que . na l d a k boutt hous s w a abl he e he s e t bu ba e upon t i r s d r ve e you pr ct he ped o y sd he nc ea e e nu r odu l brng i i n. C a e s udi s f l t s m e f m a a a good t s i oni l s t e olow he a or t s e tm a . Beg n w ih t pr e you cle w a ex i nci D icu st i t he obl m r i nt s pere ng. s s he
s u i you a id. wih t be ist cle now e oys ol ton pple End t he neft he i nt nj .
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PH O T O G RAPH S
A tt a s r de hows lcr a e c owds of50 t 8 pe e fve tm e a , et r o OO opl i i s da a lha be n doi s f t e ve ye r . o t m a h.l y, nd ve e ng o or w l a s D he t ' ve c ea e m ilonsofl dsf m y c i s r t d li ea or lent . Stl, he lc d- l on ane c pa l ua l ha t s a t il w n ol ca l w om ny, us l ve o t r y fom s r t h. r c a c The per on l t yi t i l ncedoe n'know m e. s ' r ng o nfue m st A s f r a he' conc ne e yt ng lt l hi i pufe y.Tha ' a s s er d, ver hi el m s fr t s w he lpu loutmy phot a ;t y a ta de s a i pr . n l ogr phs he c s va t tng oof U s ly,lca r a m i m um of 20 c owd s s Som e i es l ua l ry ni r hot . tm , pa k a m a a 4O. bvi l ldon' e c s ny s O ousy, t xpec hi t s udy ea h t m o t c s . l t ad, l us t c u a i num ber of s s t over hot ns e e he um l tve hot o w he m hi . l m A c owd t tlbuitt ee yea s a i l aca hel m e l nd r ha l hr r go n ndi n p a a gi t y i La Ve s i l e ca ur d i on fl .l you'e not g oda n s ga , f ' v pt e t im f r usng phot a t pr your poi s your m is ng ou on i ogr phs o ove nt , 'e s i t one oft m os convi i pi e ofe denc pos i e. he t nc ng ec s vi e s bl C a r a di t lc m e aw ih you. he a cle i ha w ih r y gia a r t W n i nt s ppy t your s r c t ke hi pi t e.l you'e a ha r es e ,t k bef e e vi e, a s c ur f r idr s r a e or a a t rpi t e ofyou cle s l you' a i e l t lpr r y nd f e c ur s r i nt . f r n nt lec ua ope t e l wye ,t ke pi ur ofyourc i nt book i t w i a r a ct es le ' s n he ndow oft he l l books or l your a poltc a t ke pi t e of t ne oca t e. f 'e ii i n, a c ur s he w r dsyou he pe t ge buit oa l d o t l.

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N a ur ly,you ca as us phot a a a m ea ofpe t al n lo e ogr phs s ns r s di s eone a i s f l w i acour e ofa i ua ng om ya n t olo ng s cton. For i t nc , i your fr m a a ur s i t i ls r h ns a e f im nuf ct e ndus ra - tengt s e , a your fghtng f a c r ct ca r pi t e of w ha t el nd 'e i i or ont a , r y c ur s t your c pe ior l w e - a s ee l om tt ' o r gr de t l ooks lke a t r i' be s i fe t s en sr s e t e s d.
G U A RAN TEES
M a busne s ny i s peopl don' gi g a e s be us t y don' e t ve uar nt e ca e he t under t nd t m .Your g a e i n' ofe e f your c i ' s a he uar nt e s t f r d or lent s s ke.l' f your s ke.l you ha a s r a t or s a f ve tong gua a e f your r nt e or pr ct or s r c you w il m a m or m one W hy? Be us odu e vi e, l ke e y. ca e pr pe s a e l s a t st on t f e w he t y know t ta os ct r es pt o i he enc n he ha w r de son w on' cos t m . ong cii t t he H e es m y t a s r' r de-how gua a ee: r nt
l 1don' delverf youryou don' oweme adi That apr ie f t i or t me. ' om s s no oneele i my i ty m a s n ndusr kes. 1wilcome t yourtad. s l o r e hom j m t ail wih peopl dea he ses t er lveryourmai mes a and. pelt cr t l vet rconi n s ger com he owd o ea hei t i or aton at your 100t ly t tme 1 fnih my fr t act nf m i 7 h. ) he i is is peror f manceryou wilbe a h wih pr pect who des a el l was t os s per t y wantyou t cont ctt .l w ilbe an emba r s mentofrchesf o a hem t l ras i or
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O fcoure, vi ba a1t mone i j tone f m ofgua s gi ng ck 1 he y s us or r

a e You ca a s r f nt e. n lo e und pa t of t m one , r do your w or r he y e k untlt cle i s ts i d,a s f t i he i nt s a ife nd o or h.

PRO P S
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PRO PS
Pr hel pr i pr b gi ng t e di e i ls t nc t ops p ov de oof y vi hr e- m nsona ubs a e o a c a m . ppos you pr l i Su e oduc ane l te t tconde e bu i s e ws e t r ha ns s sne s booksf e e tve . c m ont you t ke t e i por a books or x cu i s Ea h h, a hr e m t nt , a t a tt i m a n conc pt ,a s nd t e a t a t t you r a bs r c he r i e s nd e hos bs r c s o r e de s p i a l pa ne l t e .Your c a m ? ' e 1000 pa s of r hi n o- ge wse t r li ' t , G ge busne si si 10 pa s'H ow do you s i s dea n ge l ' how pr ? Si pl oof m e. D urng your pr e a i r ove t e f t busne s books i es nt ton, em hr e a i s fom you ca e a s a t m down on t t bl a as a k. n, r r s nd l m he he a e s t c The r m o one of you s nny ne l t e s a put i ne t t e ve r ki ws e t r nd t xt o he book .The dif r nc i s z w il be s a ti a i w il gi s fe e e n i e l t r lng, nd t l ve youra enc a i a t y' r m em be . udi e n m ge he l e l r H ow ele coul you u e pr wih yourne se t r l a ne s d s ops t w l t e ? m gi t s Aferyou s hi : t how t f t books a your s nny ne l t , he a nd ki wseter you c d pa s t m out f ex m i ton.The a di nce w oul oul s he or a na i u e d di c rt tea w a hi i ed i ye l m a ke . s ove ha ch s ghlght n low r r You' ex a n t t m ont be or ,you ha c i s hi i d pl i ha hs f e d lent ghlght t c ept t he onc s hey f ound i por a . As your a e m t nt udi nce pa ed g t ough t books t y' s e t tt r we e r a i l f w pa hr he , he d e ha he e r el tve y e s s ge hi i e l f c ,no m or t n 2 pe c ntoft t x w a a s ghlght d. n a t e ha re he e t s i ye l Bu w ha a n low. t t boutyou ne se t r Tha ' adif r nts or r w lte ? t s fe e t y. Yourne l t i s dens w ih va ua e i or a i t t90 wseter s o e t l bl nf m ton ha per e of i i hi i e i yelow.The pa r l c nt t s ghlght d n l pe ooks lke i' i t s gl i ow ng. A s a f t r pr , ur he oof you coul ha m e be s oft a e d ve m r he udi nce r d af w hi i ed pa s gesf om a book, nd t r d a sm ea e ghlght sa r a hen ea i ia s c i fom your ne l t e .Thi wou d s w t l r e ton r ws e t r s l ho hem t t ha t esno l sofcom pr he i f om one t t ot r her ' os e ns on r o he he . U s ng pr a pr i a 1 lk gi ng s m pl s onl t r i ops s oof s ot i e vi a e , y he e ca be a 1 m or dr m a i ve For i t nce,M a k Le ,m y n ot e a nvol d. ns a r vy c a t , e hea d as ke t lt f l i s or o- u hor onc r pea r el he olow ng t y:

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l t 1 Os N e Yor Ciy w a pl gued b s a he pa ki n he 96 , w k t s a y m s d r ng m et s Va l woul br k t gl s w i er . ndas d ea he a s ndows a op ea h m e er t c t ,
j tf k c . xi t me er c tt ct af t ne. us or i ks Fi ng he t s os he iy oru
A tt ttm e,t c u ea bl pl s i w a a r a i l ne ha i hi k, nbr ka e a t c s el tve y w i nventon. H ow e r t s ke ha a f i nd w ho m a a i ve , he pea r d re nuf ct e i,and he ha a pi ce m a t t m i i d t pa ki ur d t d e de ha m cke he r ngm et rgl s . e as T he s k book d a a nt ent w ih a ciy ofi a , pea er e n ppoi m t t fci l w a ked i o hi of i e wih a s ck ove hi s l r ope d t l nt s fc t a r s hou de , ne he s ck, nd pule outa pl s i wi a a ld a tc ndow. Then he r ove a se em d l dgeha m e fom t s ck a ha m e ed a a a t pl s i l m r r he a nd m r w y t he a tc. t w ou dn' br k.T he s ke e l t ea pea r ven ga t ha m e t t ofi ve he m r o he f c a ,a a ked hi t t y t br k t pl s i i l nd s m o r o ea he a tc. Bec us of t tdem ons r ton,t s kergot a c r ctt a e ha t a i he pea ont a o putpl s i w i w s i o e er c t pa k ng m e e .H i pr - a a tc ndo nt v y iy r i t r s ops s ck,a se eha m e ,a a pl s i w i a l dg m r nd a t c ndow- he pe dr m a i l d a tze a pr wha w oul ha be n t d cl i sw ihoutt m . nd ove t d ve e epi a m t he
Ba kr c oom 'l I Pr di Pr lps or ovi ng ool
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PIO P A S
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+ How man tmescanyousi t needl t ougha pi e oft yi tck he e hr ec ape? O n One pu h weak t i egrt oft t T pu es ce. s ens he nt i y he ape. wo sh andyou'lus al pop te bal l u l y h l oon. Th t does tmak t bal I pr .W hatidoesi e ape n' e he l eak oof oon t s dr ial sow te I The t al wst bal t gr amatc l l h eak. ape l he l o adu y o oon al def t overte coure ofhour l le y a h s s. + How can you s t t when you need t Up cl e,t t pot he ape o? os he ape i r atvel eas t s Fr a dit ce ofa coupl ofyar or s el i y y o ee. om san e ds mor i' i sbl e, ts nvii e. Iyour conc ned abou s tn t t tou r iete f /e er t pot g he ape, h gh, eal h i z wrt on te bal wi h p you Ic e i.W henyou prn over ing h l i oon l el l o at t it te t t iki yourmarerwi h a si t dier tIok. h ape,he n n k l ave l l f en o l gh y f # I' pos i e tatte bal wi br ,e i you hi t t ts sbl h h l oon l eak ven f l t he ape perect .I t happen r f l f hat y s, ememberyourtai ng:Keep goi . r ni ng Icor at wh happens i o yourpat :' c appl n por e at nt t You an er y
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D Y N A M I C LA RI Y C T
1can t each anybody how t getwha t want out oflf . o t hey ie. The pr em i t 1can' fnd anybod. who can t l me obl s hat t i y el w hatt want hey . M ar Twai k n
e ng cl a a i e r boutwha you w a i one oft m os per uat nt s he t s sve qua ii t e i .l you know w ha you'e a t a i ltes her s f t r fer nd a e pa sona e a r s i t boutge tng i,yourba te i ha fw on. ti t tl s l O ne of t r s l s cc s f a t a s s i be us he ea ons ' u e s ul t r de how s ca e m w ha lm a t ri s c ea t m e i' a i t i a w e e pant d i t ' f e s o l r o , t s f he m ges r i e n s bur ng c or on a bil r a t ni ol s lboa d hous nd f ethi a e gh. lw a t c ea e c ow ds t t s l i o ot r boot .lw a nt o r t r ha pil nt he hs nt t e c owdse e t i d. w a m y cle t dom i t t s . hos r nt r ane l nt i nt o na e he how T ha ki of c a iy he ps m e m a t e t ngsha t nd l rt l ke hos hi ppen. r? -': / Icge i m. rft( tg trlte.l t r a cr wd in' a bi a t l trs n ' l :g ( el/ts f he e l o s t s g s he f ) gt c s lg r c ow d i m y he d,l or untli i . ft pe e s a ng bef e r n a w k i t s l he opl t ndi or m e a e t e e t i d, ls t wha l doi u i t y a e.l r n' nt r a ne wich t' m ng ntl he r f m y c i i n' dom i tng t s w,lt n u t ene gy untl he lent s t na i he ho ur p he r it c ow d i be ng f m y c i nt pr r s ggi or le ' oduc s m pl s s t a e.
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H ow D o You GE CLE . T AP?
T ha ki ofc a iy hel m e t be a i l nt a pr s nce t t nd l rt ps o n nfue i l e e o ot s A l der her . ea . O n t ta s he r de-how foor l l d. l t l s r nge s whe e t l , ea el t a r r o s a how t s nd t i tm e,w ha t t nk a t nd, o pe he r i t o hi bout my c i ' lent s pr ct D oe t sm a m e a r nt N o,i m a sm e a r ls . odu . s hi ke r oga ? t ke ea it Eve yone wa s t be l d. Tha ' w hy or ni a i ha r nt o e t s ga z tons ve C EO s fl sha e die or ,a w or cr ws ha e f e en. t , im v r ct s nd k e v or m Tha ' s w hy gove nm ent e s .L f c n be c pl a da i W e r s xit e a om ex nd untng. ca tea be ex r i a 1t ng .l t a w e c n' ch pe t n 1 hi s ns e d, ounton l a st e der o a tf us c or . A tt t a s he r de how,no one pr l i s m e l de .la s m e t oc a m ea r s u he r e. Pe e ls e be us l not a r i t s ol opl it n ca e ' m f a d o how t t l k ha now w ha l t l ng abou ,a t twha l t l ng a t ' a ki m t nd ha t ' a ki bouti i t i m s n he r bes i e e t l l.le t nt r s . ye l duca e lchal t. lenge. Eve yone w a s t f l s e r nt o olow om one who c n i pi e t m a ns r he w ih a pi u e of w ha c d be Ev yone w a s t be 1 by t ct r t oul . er nt o ed s e om one w ho ca s n how t m ho t get t r w ihout d ng he w o he e t yi a ong t w a l he y. l your ca e r you m us be e a l a r W ha you w a n re, t com e de . t nt m us be e s c e rt t lke am ys i you ha no t oubl s et com o l a ha , i tc, ve r e e i i . ha you w a m us bec e s c ea t t lk a poe , ng t W t nt t om o l r ha , i e t you ha no t ou e de c i ng i .l w ha you s e ie you,i w il ve r bl s rbi t f t ee xc t s t l e ie ot r .You w ilbec e per ua i e beca e ofyou vii xc t he s l om s sv us r s on a e r y. nd ne g
H O W D O YO U G ET C LEAR?
O ne w a i t w rt a y s o ie boutw ha you w a i de a l l t book t nt n t i. n he D rt f o Acfg a hor a a i t che M it Ka s a t ls e ms gt t , ut g o nd ctng ea r lon t el s e l hi s u nt : s t de s
l'har t f s fcs butyou mus Defne e yt ngrno mat ts d o ace pecii r t. i ver hi t how s l i s m s W rt d n ever det l...l you'e an er mal t ee . ie ow y ai f r act and.want a 7V s res what t ? ...Don' get i o t s or ei r ype t nt hi vague i a dea boutwantng t bea s i o ucces ulact ras sf or ucces f busi sul -

DYNAIIC CL TY VI ARI
nes per on,a s s s ucces f a chiect Thatdoes tcuti.l' lke s sul r t . n' t ts i ayi ' j twantacar You know,a c ,any ki . N o,m a i clar ng,' us 1 . ar nd.' ' ke t e . W ha make? W ha year W ha model W ha col ? Know what t t ? t ? t or you want M a i r . . ke t eal
D et ishe p you s e.G e tng s c fc a t aconce pus s al l e t i pe ii bou pt he you t ex i nce t tconc .You m us t k w ha i i you w a o pere ha ept t ae t ts nt out oft w ord oft a t a t a r he l he bs r c nd enderi i s ee a gl s , t n t l nd a s fe h a bone.As Ka s l s s ys ' a i r a . O nl t n ca l s nd t e a a , ' ke t e l' M ' y he n
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l t d of ba i w ha you w a on your cu r nt st ton ns ea s ng t nt r e iua i a a s m ptons dic nd s u i , s overwha you mi ral wa i your t ght e l y nt f lf wer bet e .As your e f W ha wou d lw a i l had no ie e tr k s l: t l nt f cons r i s W ha w oul lw a t do i lc d do i f f e t a nt ? t d nt o f oul t or r e? W he e' m y pa son? rs si T hes que tons m i s e si ght ound f i ou .Af e a 1 you pr rvol s t r 1, obab1 ha af m iy a m or ga ,ca pa e s a ot rr a - l y ve a l , t ge r ym nt , nd he e lword rs e ponsbiii s Bu i you don' ft your pa son i o you lf , i lte . t f ti s i nt r ie you' r gr ti . l e e t l You m us f l you pa son,be u e you ha no c c A t olow r si ca s ve hoi e. lf wihou pa son i a lvi dea h.M a peopl w a k a ound ie t t s i s i ng t ny e l r
dea The don'know wha t /r doi The r sc a ded. y t t he e ng. y'e ik nd

pr s d.You ge de e s w hen you a 1yourefor s c e f om es e t pr s ed 1 f t om r dut a r fe D on' m a t t m it ke D on' t nk s v va y nd e l x. t ke ha s a . t hi ur i l w he you coul be t nki a n d hi ng bout c e tng a k ngdom f your rai i or s fa yourf m i el nd a l y. l you s y you don' k f a t now wha you w a , 'e l ng. r t nt your yi You'e l ng oryou' m a ng t ngs ha d f your el.G e tng cl a on yi r e ki hi r or s f ti er
wha youwa i e sert n you t nk.tj tmea a ki your t nt s a i ha hi l us ns s ng s fque tonsa el s i boutc rbutonsyou' lke t m a ,phenom ena ont i i d i o ke you' lke t expe i nc pe e you' lke t m e t a t a t di o re e, opl d i o e , nd hen c i upon yourans er ng w s.
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H ow D o You GE CLE T AR?
W ha pr j ct do youwa t t keon?Do youwa t wrt t oe s nt o a nt o ie

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M a e t m lve. a wih t i a s u i you f e t m . k he i St y t he m ge ntl e l he W ho do you w a t w or wih? Br i ? G o- t r ? Pe e nt o k t a ns gete s opl w ho do w ha t r s t hey'e uppos t do w ihoutbe ng a k ed o t i s ed t i e? wc W her do you w a t w or l i' i a ne ofi e,de crbe e nt o k? f t n s w fc s i t tofi e t your e fi de a l Se t c r y de k.S el ha fc o s l n t i. e he he r s m l t gr en, l t rba d c i.Look ou your wi w he e ea he - cke ha r t ndo ove l ng wher ? M a t a London?You ba ya d? rooki e nha t n? r ck r W her v ryou w a t be, yourofi e t r ee nt o put fc he e. O nc youke de y t e epl hought a bout wha you w a i bus t nt n i nes ,t nk a s hi boutt ot pa t ofyourlf W ha do you w a he her r s ie. t nt f you f m iy lf ? F na i llf W ha woul you lke t s e? or r a l ie i nc a ie? t d i o e W ha woul you lk t e renc H ow do you s e your e f t d i e o xpe i e? e sl c r butng t t word? onti i o he l D on' l a t s a g ls t ng.l not a k ng you t s t t ook t hi s oa eti ' m si o e goa s m a dea i ,wrt tm elne . r ' no f m a iy he e. l , ke dlnes ie i i s The es or lt r l a ki you t dr m a ' s ng m o ea boutwha you l e a a epr pa ed t ov nd r e r t do.l nott li you t be ba a d i you w ihi l a o ' m e lng o l nce n r s ng. f nyt ng,l ur ng you t f l hea ong i o yourobs s i . hi ' gi m o a l dl nt e s ons D oi wha e t you wil m a you per ua i qui ke ng t xcies l ke s sve c r t n a ot m e hod you' e r r a a ha ny her t l ve e d bout l you k w w ha l .f no t you w a a why you w a i,pe e wilbe dr w n t you. nt nd nt t opl l a o Any t c i syou' ne d t i l nce t a tc l e o nfue l hem youl pi k u w ihoute f t 'l c p t for . You' pi t l ck hem up a us t m be u e t r s l ofusng t m l nd e he ca s he e u t i he w ilbe s gr a . l o et A 1 t s t l ofs r t c a iy r i m e ofa sor fom my 1 hi a k piied l rt em nds t yr c a horM ak' book Acfe t/(e g .l i,M a k wrt sa o-ut rs ck at lgfs n t r ie bouta g busne s a who w a t y ng t w i pa r ie f hi e ie dei sm n s r i o n y as s or s ntr pa t e . pr e ?H e ha t pic t ahi power d boa d r m nt The obl m d o t h o ghe r of die or t t i l r ct s ha nc uded F de a Re e v Boa d Cha r a Al n e rl s re r im n a G r ens n. you ca i a ne, he t e pa As n m gi t houghtofpr s i be or e entng f e

DYNAM I CL TY C ARI
one oft m os po e f lm e i t word ha t s busne s a he t w r u n n he l d hi i sm n s k ng i hi wi tps Buthe w a a s t il b t c le ha i n s ng i . s lo hrled y he ha l nge. To pr r f t m e tng,he bought a t bl t a a pe i, epa e or he e i a e nd nc l a f t ee wee he pr c i e pichi i i e y ni ,a nd or hr ks a tc d t ng n t ver ght 1 m os a i he wer wrtng as e f a pl y. t sf e ii c ne or a H ed wr t a ' i e boutt r he oom t pic w oul t ke pl c i t he t h d a a e n, he
a gume shed us a t obj c i hed f c l hi wrtng, r nt ' e, nd he e tons ' a e. n s ii

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1 64 B Dl rl c' E s- x r
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To s r ngt n m y poston,a 1m y m a e i l r vol a ound t e he ii 1 t r a s e ve r c ow ds M y t g lne i ' r w ds G ua a e dl M y s l sgua a ee r . a i s' o C r nt e ' ' ae r nt f us son m y a lt t dr w acr w d. y w e ie ha c owdson oc e biiy o a o M bst s r e r pag a e n cont i tm e-a e f a ofm e bu l ng a ve y e nd ve a ns i l ps oot ge idi c ow d.W he you ope m y por f i a over i d c ow d pops r n n tolo, n sze r up. The s m e goe f m y biol bu i s ca d:lha s a fwho a s or f d s ne s r ve t f
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c ow dsbetert n c ea i ac ow d rghtt r ou ofnot ng? r t ha r tng r i he e, t hi l gone i o de a la tm y poston a w ha ldo t pu h ' ve nt t i bou ii nd t o s i s you ca u r t nd t sngl - i d f usi t ke t m a to n nde s a he i e m nde oc t a s o ke your el know n f a pa tc a a t i e.W he you c e up s f or r i ul r t rbut n om w ih your own a t i e you w a t pe e you' t yi t t t rbut , nt he opl r r ng o e per ua t t nk ofyou a t obvi c c i you fel s de o hi s he ous hoi e n r i d. Bete ye ,you wa t be postoned ast o y one i your tr t nt o ii he nl n fe d. e t you, ve yone e s i m i l gue. i l N xt o e r l e s nor ea
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l a m om ent 1 1t a h you how t go a n ,' e c 1 o boutpos toni orpe ii ng, r ha r postoni s you bec e m or pe s sve i you bus ps e ii ng, o om e r ua i n r i nes . Bef e l do, t gh, l w a t m a e one t ng c e r s or hou nt o k hi la : Postoni nee t be s e gr nd ca e r s r t gy.You nee t ii ng dn' om a r e ta e dn' w a tt do i untlyou ha a 1you duck i a r i o t i ve 1 r s n ow.

B DI N CT E STI
l fnd t t w hen s e peopl t nk a t how t pos ton i ha om e hi bou o ii t s l s t y f e ze. he t nk,' l c t w r pos ton, hem e ve , he r e T y hi 'f pi k he ong ii l l s nk. T ha ' unr ls i You c n m a e m i t ke .You ca be ' u ' m ' t s eai tc. a k sa s n
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W H Y D O ES PO SI O N I G W O RK ? TI N Ac di t Se h Godi a J y Conr d Le ns i t i book cor ng o t n nd a a vi on n he r

Ce J /g Jo Deev,postoni wor sbe u e i f l wst wa t / g t 'g sr e ii ng t k ca s t olo he y ourm i na ur ly f nc i . e pi onhol W e r duc a di nd t a l u tons W ge e. e e nd s t t W e pu peopl i o c e ua box . or . t e nt onc pt l es W e don' do a y oft s pur ef l or m a i i l W e do i t n hi pos ul y lc ousy. t be us t w ord fr s m uch i or a i a us t t m a ng ca e he l ies o nf m ton t ha ki s pj na udgment hepsusc s l ope.l we ha t sop a pondert f d o t nd he m ea ng of ve y w or w e he ra e y s ie we s e, ' be r ni e r d a nd ver m l e wed educ t aba i m e s M a ng f s a s ptonshe psu l ed o bblng s . ki a t s um i l si ve. A sl a you undel a ho pi onholng w or s you ca ong s st nd w ge i k, n us i t youra nt ge. n f ct G odi a Le ns w rt ,' i eto dva a l a , n nd vi on ie Pos toni i not ng m or t n pi onholng your e fon pur e. i ng s hi e ha ge i sl pos ' '
W H AT A RE SO M E SLA N TS TO PO SI O N TI YO U RSELF BY?

By Feat e ur H e e,you t ke a e e e ofw ha you do,a bec e k n r a n l m nt t nd om now f t t Pe ha your a pl ber a you w a t per ua t or ha . r ps 'e um , nd nt o s de he peopl t hie you ove t f hundr d ot rpl m be si your eo r r he our e he u r n a ea H ow w oul you m a you s l di tnctt ough a f t e? r . d ke r e f s i hr ea ur l you wor a1 on ne l cons r t d hom es you c d ca l f k ot wy t uc e , oul l your el ' he N e Cons r ton Pl m be . You s i lze i ha s f' T w t uc i u r' ' pec a i n ndlngj i homesl st n t ye r ol i obs n es ha wo a s d.

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W oul t tlm i youra e e? Yes Pe ew ih hom e buit d ha i t udi nc . opl t s l i t 1 0spr bl woul tc l you. l w a rt tpe e n he 92 oba y dn' a l But ' ge ha opl d w ho lv i ne hom e w ou d food yourphone w ih ca l . i ed n w s l l t ls Your t r t m a k w oul be s a l r but a 1 of pe e w ihi t t a ge r et d m le , ot opl t n ha m a ke wou d be m otva e t cont c you. r t l i td o at l ' he N ew Cons r t on Pl m ber'di t s t you, you f' T t uc i u ' dn' ui coul pos ton your el a a pl be w ho s ci lze i s r cd ii s f s um r pe a i s n e vi i ol hous .O r hit i hom es O r a r m ent buidi . ng der es s orc . pa t l ngs O rs cr pe s kys a r . You c l e n poston your e f a doi a ce t i s m e ou d ve ii s l s ng r a n eg nt of pl m bi u oggi dr i ,i t li s nks r a ng s ee u ng: ncl ng a ns ns a lng i , epl ci t l pi swih s u di ra l m odel pe t t r e loy s. T he qu s i you s d a k you s fa e: ha a ls li e tons houl s r el r W t m e lng? l i a pr ct a s r i e a opi on? W ha a e t f t es of st odu , e v c , n ni t r he ea ur w ha l tyi t s l?l one f t e m or i por a t my a t ' r ng o e l s m ea ur e m t nt o udi e e t n a he ? l one f a u e m or uni ue t n a her l l nc ha not r s e tr e q ha not ? f hi i ed one f a ur w ou d t r be a l r enough a e ghlght e t e, l he e a ge udi nce f i? H ow w ou d lr c t sa enc or t l ea h hi udi e?
By Benelt i A be i i wha peopl ge fom usng yourpr neft s t e tr i oduc ' ors r c s t s e vi e' f t e. m a e t tc ea e , e m e gi you a exa pl ea ur To k ha l r r 1 t ve n m e. Suppos your s li a pe The i e es i t ng a e 'e e lng n. nt r tng hi bout t pen? l does t l e i fow w he you w rt ups de dow n. he t n' os nk-l n ie i T ha ' one ofis f t es W ha ' t be i oft tf t r l t s t ea ur . t he neft ha ea u e? n s ot r w or ,why w oul w rt ng ups de dow n be i por a t he ds d ii i m t nt o cu t er ? s om s You ca ke p t pe a a pa ofpa r nex t your be n e he n nd d pe to d, a i t m i e of t ni w he you get a i ,you don' nd n he ddl he ght n n dea t ha t t n on t lght or ge out ofbe t r cor t i a. ve o ur he i t d o e d he de N ow,you' ne rl e t e fa he ofi pia i l ve os hos l s s ns r ton. l H ow, he m i htt tpe bepostone As' l pia i t n, g ha n ii d? The ns r t on Re de . O r ' cor r' , The M ilon- ola Pe ' snc you don' l e ' li D l r n/ i e ' t os your m ilon- l r i s O r ' li dola dea . , The D r a Pen/ snc you ca em 'i e n
rcor yourdr mswhiet /r silfe hi yourmi e d ea l he e tl rs n nd.

B Dl rl c' E s- x r
N ow t t you s e how postoni by be ft m i w or ha e ii ng ne i ght k w ih a pe l t s e how i w ou d w or f you.S t n, e ' e s t l k or uppos your a e 'e ba .W ha a e t f t e of you s r c You s ve your nker t r he ea ur s r e vi e? a c i nt m one You hel t m m a dec s ons on how t gr w le s y. p he ke ii o o t rm one You c hei y. ouns t m on ho t pl n f r tr m ent el he w o a or e ie . W ha ,t t hen,a e t be ft ofyourf t r ? The e a e s vr he ne is ea u es r r e e a ,butone obvi bene i i t t b de lng w ih you,c i s rl ous ft s ha y a i t lent ha pea e ofm i The know t i m one s s f ,t i f ur s ve c nd. y he r y' a e he r ut e' s f t rf m iy i ca ed f . a e, hei a l s r or Shoul you poston your e f a ound t c e ' a e of d ii sl r he onc pt ' c pe m i ' Per ps i you f elt t i por a t yourc i nt a i nd' ? ha , f e ha ' m t nt o s le s nd f none ofyourc pe ior a r dy ownst tpostoni om tt s lea ha i i ng.
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t m y f a ur ? W hi h be is s e m os i por a ? W hi h o e t es c neft e m t m t nt c bene i i t emos i ft s / ? t mpora ? H ow ca lt s my a s t nt n et sumpton? i H ow ca lus t tbe fta t ba i ofe r hi ldo? n e ha ne i s he ss ve yt ng
I A N U TSH ELL N
To u e pos toni do t f l w i s ii ng, he olo ng: G etc ea a l r boutwho you' t yi t pe s de a a r r ng o r ua nd boutw ha e t you'e t yi t per ua t m . r r ng o s de he Fi outw ha your a e e m os va ue w hen i c es t nd t udi nc t l s t om o youroferng. f i Ta e a a t i e f om yourofe i one t tyour a e k n t rbut r f rng, ha udi nce w ou d c os y a s i t w ih w ha t va u l l el s oc a e t t hey l e. M a e s e no one e s i yourfe d i defnii y a s a ed k ur le n i l s i tvel s oci t w ih t a ti t l t y a e,fnd a wa t at t a t hat trbu e. f he r i y o ler he t t i e s i' u que t you. rbut o t ni s o Pus t tati e t tb st n f a1i'worh. l your h ha trbut ha oii o or 1 t s t Buid pr e a i , m e ha s s a es nt tons c nim , nd m a ke i m a e i l r tng t ras a ound i.Be om e sngl m i d. r t c i e- nde

I A NUTSHELL N
Ba kr c oom 'l I Be ng Di tnct lps or i si i J tm a e s e t tone poston doe n' cls wih a ng. us k ur ha ii s t a h t not .l you own a hi end m or ua y,you pr bl don' her f ght r oba y t
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Queton t m a tt rpr e ,t rpans t i ti si he bou hei oblms hei i , her rum phs t i da l s r e . , he r i t uggl s y A lo,sud wha yourc pe ior a e doi W ha pos s t y t om tt s r ng. t i tons do t y a r ad own,i a Ar t e postonsw or i he le y f ny? e hos ii ki f t m ? l you wer t ,how m i you a t r t i ng or he f e hem ght le he r pos tons t wor be t r D oes at r ng t r postons s ii o k te ? le i hei ii ugge tane poston f you? s w ii or + O fen, l ne t a t ryourbu i s s i ft a s r pot you' ed o le l s ne s o t is t ong ston.Sa you own a pets ii y hop,a a pets ppl s sor nd - u y uper t e opens a bl k a a The s r t e' prc s a e chea rt n oc w y. upe s or s i e r pe ha

B Dl rl c' E s- x r
your ,a t rs ock i l r er H e d t hea i' i pos i e s nd hei t s a g . a o d, t m s bl s f you t c pe e. or o om t W ha do you do? Look f w a t di tng s your e f t or ys o s i uih sl fom t s pe s or ,a pu h t tdi tnc i f a1i'w or h. r he u r t e nd s ha s i ton or 1 t s t O ne w a your dif e i t tyou s l a m a s a t y 'e fer nt s ha e l ni l , nd he s r t e doe n'.Se lng a m a s i f c ,ha aw a be upe s or s t li ni l, n a t s l ys en t m os l cr tve pa tofyourbusnes . a he t u ai r i s You doptt t t n, ha , he a yourposton. s ii The ot rsor s lspr he t e e l oduc s butyoursor t, t e s i lze i t a m a st s l .You r duc you s ppl pec a i s n he ni l hem e ves e e ru y s ton by t e qua t s a soc t s v s cew ih c t , ec i hr e- rer , nd t k he a ed pa t as dogs bids r bbis r nt , a r pt l s You pa a your , r , a t , ode s nd e ie . r de ne a oa h i t wi w ppr c n he ndow ofyours or on you w e ie t e, r bs t , i t ne s per .You e n t l a t s l ctng a ca i n he w pa s ve ak bou e e i nd rng f a a m a a l leve s or n ni l t oca nt . D oesi w or You m a e i w or t k? k t k. + You ca ha adif r poston f ea h m a ke you s r n ve fe ent ii or c r t e ve. To t busnes w ord,la a i ot i r H ow e ,t t he i s l m n nf a ne . ver o he r s oft w ord la s e hi dif r ,a ' r e i s . e t he l m om t ng fe ent ' c ptoni t' pe ' A pe ce i s i s eone w ho r dspeopl by s ud ng r ptoni t s om ea e t yi t r body l ngua a physol ca r a i .The es no hei a ge nd i ogi l e ctons r' m a c or m et phys c i vol gi a i s n ved.l' m or lke bei a poke t s e i ng r pl yerw ho kno sw hen an opponenti bl fng be u e t a w s ufi ca s he opponent s t a ner ousy pl ys w ih hi c ps l you wea s nd v l a t s hi . f know w ha t l f ,a per on' body a be vi w ilgi t o ook or s s nd ha or l ve hi a a m or ofen t n not m w y e t ha . l de l d m y pe ce i s t l nt f om my wor a a ve ope r ptonit ae r k s m a ci n.The e a e m a ti t t depe upon t pe gi a r r ny rcks ha nd he r f m e ' a lt t pi up avol e ' uni entona cl s or r biiy o ck s unt er s nt i l ue . For i t nc i you a k s e ns a e, f s om one t hi a coi i e t r o de n n ihe ha w hie he a m s a e behi he ba k,youl be a e t nd l r r r nd r c ' l bl o dope outwhi h ha t coi i i whe s brngs he a m s c nd he n s n n he i r r f w a d.H ow ? Shel tp you of b t ni herhea t a d or r 'l i f y ur ng d ow r t fs w ih t c n. e tp,ofc s in' c c ou . nd he it t he oi H r i our e, s t ons i s A i in' obvi .Stl,i you know w ha t l f ,a you tst ous il f t o ook or nd

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SI APPROACH E DE S
T H E STRA I H T FO RW A RD A PPRO AC H G
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SI E APPRO A C H ES D
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1 78 ovElcoll RESI t vE STANCE
m ount i ,i' cha ng t ans t s ngi hought .lha a nu be ofsde s r t s ve m r i t a egi lr y on whe lm e contnue r ss a e: es el n et i d e i t nc Prtn .y gto 'g krtg:teojcin. n i i' as a r obee?'0 l gt g est t / bet Eve f t t nda d . g t? o s
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SI APPROACH E DE S 1 79
l us d i doze oftme .The t hni You t ke t obj c' e t ve ns i s ec que: a he e ton a ma i i o a mut l a e d u ob ec ie.Forexi nd ke t nt ual gr e pon j tv y
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c ondii rbe us i' t noiy? Do you know why i' noiy? tone ca e t oo s s t s s Bec us i i t s a rcondii ri t m os powe f e ne on a e nsde hi i tone s he t r ul ngi t m a ke .Tha e ne wilc a t e t a s r f he r t t ngi l ool hr e-hous nd- qua e-oot hous t sxt fve de ee i ni m i e . qui te i m ea e o i y-i gr s n ne nut s A e ng ne ns a wea engi w hi h m a f a hot s ufy hous ' k ne, c kes or ,t f e. '
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ovElcoll PESI t v E - STANCE
t ndee wil a rby, t i t 100t a t n s a f swildee l w nde s op n he 7 h, nd e t fer l s nd upon hi , rght ng hi of . ce m f i eni m f' ' You ca a s bec e s e ha be lge e wih t s t c n lo om om w t li r nt t hi e hni e,a l a t pe s you' pic ng t knows you ha qu s ong s he r on r t hi o e ve herbe ti er s a he r :'ca s e why you w ou dn'w a t hie s nt e t t a t ' n e l l t nt o r m e,a peror erw ho ha be we one hundr d a fv hundr f m s t en e nd i e ed peopl s r e ur oundi hi a t s ng m t he how a a gi tm e,a who t ny ven i nd ha ge r t d t e m ilon l ds f hi c i nt .l m a s s ns s ne a e hr e li ea or s le s t ke e e t tyou' w a t go a ong doi e cty w ha i i youke be ha d nt o l ng xa l tts en doi puti out bowl of ca y, ha ng ou bal ng, tng s nd ndi t loons w ih t your com pa s l ny' ogo,a ge tng f t t o l a a da M a s nd t i or y-w e ds y. ke s e.M a es s ns t tyouke s ens k e e ha pentone poi t o m ilon dol nt w li l r on your100t c t uc i a ye you'e s ndi a dola as 7 h ons r ton, nd t r pe ng lr s ve y- ne on a ba ofca y t a t a tpe e. e nt ni g nd o t r c opl ' '
AL TERN AT E W AYS O F D EA LI G W I H N T RESI N C E STA

A lhough ge tng r ss a e i na ur l you obvi sy w a t t t i e it nc s t a , ou l nt o s rve f a lt l r ss a e a pos i e. t i or s ite e i t nc s sbl The bes w a ofa hi vi t y c e ng t t i t brng up t r s s a ha s o i he e i t nce poi s your el w hen you'e nt s f r pichi H ow do you do t t Two w a . t ng. ha ? ys T he fr twa i t be up fonta is y s o r bouti , nd t l t a el youra e udi nce
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a oa h, you s ppr c how you' hone t a your pr m ptng w ha r e s s 'e ee i t peopl a e t nk ng: You ca pur ha e ours s tc tpa ka e r hi i ' n c s ea on i ke c ge f a1 e ght one hom e ga e .O f c s s e peopl t l us or 1 i ym s our e, om e el t tei y- ga e in' f t m . y c dn' pos i y fnd ha ght one m s s t or he The oul t sbl i t tm e t a t nd t m a l Tha ' r a ona e. ho c n a t nd s he i o t e he l. t e s bl W s a te o m a ga es t m s l s Tha ' w hy m a busne s bu t s ny m he e ve ? t s ny i s es y hi pa ge The rpeopl go t a m a ga esa t y lke, nd t cka . i e o s ny m s he i a hen t y us t i s t a a r w a d f good c i nt ,a r m i r f he e he r ea s s e r or le s e nde or l ps d cle s a a entc m entf hotpr pe s' a e i nt , nd n i e or os ct . ' T he s c e ond w a you kni t s m e i or a i i o your y, t he a nf m ton nt pich,w ihout r ii i a a r d fa ' ou c us t s ei yt t a sng t s e lg: ' Y an e hi ght

AL TERNATE W AYS OF DEALI W I RESI TANCE NG TH S
one- m e pa ge f you s l, or a a busnes de l e ga cka or r ef s i s ve opm nt t ool ' '
Ba kr c oom 'l I O ver om i Ress anc lps or c ng i t e

wa ofove c ng ob e i .l t d,l ty t sr ngt ys r omi j ctons nsea ' r o te hen d
m y pr s a i .l pa tc a ,m a s e you' gi ng your e ent tons n ri ul r ke ur r vi e pr pe a s m pl ofyourw or s fc e s os ct a e k; ufi i nt uppor i pr , tng oof i udi a gua a e a a Tr ns or a i M ec s dencl ng r nt e; nd, a f m ton hanim sgne t t ow herconce nsi a ne lght i d o hr r n w i . A lo,m a s e s a e a e t va ue ofw ha you'e s ke ur he ppr ci t s he l t r oferng. k her ' ha do you lke bes a tm y ofe ,a f i As ,' t W i t bou f r nd w hy?'You m a dic r t t s ' l tout f t es or t t ' y s ove ha hes ef ea ur , ha t e a e be ft s doe n' f l u r t nd. fs wor on her r ne is he s t uly nde s a l o, k t e poi swih he .G e he t a e i t t m b de onhos nt t r t r o ppr c a e he y m s r tng t t pa t of t oferng,or by pa ntng a w or pi t a i ha r he f i i i d c-
+ l you'e ge tng a1 ofr ss anc lw ou dn' f uson s ppy f r ti ot e i t e, l t oc na
t eofhe f l e o ng t be ft ur r uly nj yi he nei.

# A tiude i i por a i ha i r it nc Appr c t tt s m t nt n ndlng ess a e. oa h he peopl you'e t yi t per ua i wha lcal' Git shit e r r ng o s de n t l The f - f M i et'Att a s s ldo notpich m y s vi est com nds . r de how , t er c o pa e f om a pos ton ofs e vi nce. do i f om s r ngt l ni s r ii ubs r e l t r t e h. a t a w e t t i pr em s m he ns r o he r obl . A s l w a ki i o t c enton c nt ,l t nki ' m l ng nt he onv i e er ' hi ng: m ' a t u i t s pe e s e w ha l ca do f t .The ' i ntl he e opl e W t n or hem y ha no i at gitt y'e a ve de he f he r boutt r c i l ilm a e t i o e e ve. w l k he r s w . lw il m a t ho l ke hem t i bonus s a ea n t m t i he r e nd r he he r r ies The w ilt nk t i l ky s a s t tlha ne upon as . y l ha he r uc t r ha ppe d t ,a t tt y hied m e. hem nd ha he r ' ' T ha ' t m i e .You a e not a ex t he nds t s r n pens or a i r e n ntuson.You a e a git Tha ' ho you m us a oa h yourpe i r f. t w s t ppr c r s s on st tons Se l you s l on your el. Convi ua i iua i . l r ef s f nce your el t tw ha you'e oferng i wor h f rm or t n w ha s f ha t r f i s t a e ha t you'e a ki f i. om t tm i e , r s ng or t Fr ha nds t over om i r it nce c ng ess a
i eas s y.

OVERCOII RESI VE STANCE
A Tr f maton M echani ansor i sm: The Reappearng M at i ch

The St ene
Asteh a of manR s re ,isy ri t s etath rgh h e d Hu eouc s t ou ob o e h te i t '

peopl ar br e e oughti o t c nt he ompan Thos peopl mu tbe hi pr y. e e s gh o. duc s an t y mus k h t wor aspar ofa t er, d he t now ow o k t eam. Sh on,t he ofSal ,h pr entd youwih a pr em. ar he ad es as es e t obl Sh want t hie Ti who h pr e s o r m, as oven hi ela t not pr er ms f op- ch oduc f ot c or her ompanis,bu who hass e t hownt h sa maverck.He has hat e' i a hit y ofbul n hi c worer,ofmakn hi own deal,of sor l g s o- k s yi ig s s bei ar ng gument i wihcusomer. atve t t s Becau e he c pr ce,Shar i wiln t t a ch e on s an odu on s l g o ake anc i hi Y ar n .Y r afai tat m' pr enc mi damage te m. ou e ot ou/e r d h Ti s es e ght h entr Sal Di son. o demonsr e yourpost you peror a ie es vii T tat ii on, f m mechanim. s Sh onand youar ata r t antdicu sn t mat .Y ar e esaur s s ig he t ou er hol up a bookofmat and s z s i t Sals Di son. d ches ay, Thi s he e vii ' Youopent bookand poitt te mat i i z es 'you he n oh ches nsde. Th e,' s z e yours es ay, ar al peopl.Seet son i t mi e?That Ti e hi e n he ddl ' m. s 8uIhi out'So s n you h d t bookand Sh ontar ou t I m . ' ayig, ol he ar e s t he mat Youcl e te book t e t mat and srk i. ch. os h , ak he ch, tie t Asibur ,yous ' e k Ti i fer The good par i hi t ns ay: W now m s i y. ts s pas i h pscos s es He hasal aysbe a t pr erwher son el l e al . w en op oduc e h swored. e bad par i h hasbeenfr fom wherver ver e' k Th ts e ied r e he' wored,bec e h en upteatn peopl Ik gar s k aus e ds r ig e ie bage.Ti s m' aIaboutmaki f ts es and s e t c equenc I te en I ng as al , crw he ons es. n h d, he al aysbursou. So s ng youbl ou t mat and dr i w n t' ayi ow t he ch op t i o you cofee cup,wher i szzl . nt r f e t i es Youc i e:zNow you mi bewiln t t e a c e on ontnu z ght l g o ak hanc i hi becaus youcanal ayscan hi Bu brngig s m, e w m. t i n omeon I e ei k tati o you di son hasa I tn efec on te oters es h nt r vii asig f t h h al peopl e.
(oni e ) c t d no

AL N ATE W AYS O FD E NG W I P S TEP ALI TH ESI TAN CE
( nt v d) Co i e n
W hen s omeone i t ls fs t ldir ptve,t i efectofhi s hct elih hct s u i he I f s beig ter Ilt I n cferhe' I t Tle c I k. n h e css o g l t s ef. ck l( ' x) ' Y hcn l lon te m cchl ok s om nsi cncter bcck ou lc shcr h l x t he t l lh e l i i s ,i te Ti mct I h l i bu n butiscfied i t n t pot s h m l t ecd s r ed s chl s t lfx n he ' bcokcsi inev If.Youtle te Ex) bcckfom her l f t er et ck h x k l r . 'On you i t s ' ce nvi omeon I t l i,'you sl,'hi i l ce e e i hct n ' ke cy ' s nfuen ccn hur t ngsi wcysyouccn'ev dr l cl l . AsY s l, l t hi n l l t en ecm l ut' ou peck x ' you rp outt bur mct srk icgcis te Ex) cnc i r. i he ned l tie t l ln t h x k l lt e ch I hl Y us it s te enie bookcfcme cnc tenyou dump i i s. ou e t o et h tr g lll l lh t i o yourc f c nt ofee up. Y cncshcr con i e yourtl she i much Is s eofh ou l l l on tnu cl k s e s ur er r ston t when y sqred xlii hqn ou t t
Behi '' sc nd I - ene Bef e Iexpl n h t m ror t smechcnim undertl t l dur or qi ow o f m hi ls scnd hct . i iyoulbe bur ig qui c f mct es Don'ct ng t /l nn t lew l . t lemptt i u es e ch h s nl s you/ecerci m uccndo is el.Iyouhc e cn doubt s p t i r tln l t qf y f l ly v ki h s mechcnim 'h e cr oter l s ter le h s i te Ex) wi te nh x k t hout h downsde. i T pr e,fnd c o epqr i l mct xokt l r qtv y l chl hcfs el iel f l.Pi c mcch n lt ul ck l l ecr he t cent cnc I eriup s i' er l lev t o ts si ctlhec t te Ex) but tl lcc lo h x k l
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Fi u e 1 1 Er tmat . g r 5. ec ch
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O VEZCO ME ZES STANCE I
mct wcic f m i t lch l lew nues t f t ctlhec mct t or he lcc l l o ch cool cn lpus ibcck lc h t l down,s i r umesi n . o t es t or s mclposton i te Exl l ii n h x k. W hcty v n hcv i c l c ow le s l E J mcthe wi one XG l s r c h mct r l xebured cnc si c. ch n l l tl l lt tlhed i te Exl.Y /e s . cc n h x k our et Att m ror lce si he f mcn t e tle outte mct xokcnc ck h l chl ll opent covert dyou. he owqr
Fi e 1 2 M at hi gur 5. ch dden Ey , t mb. hu
W i y rtu l n te t ou h mb,x d h h bun d mcchd s y u re l own o o r t

t humbcover i hi ng i s t di t
fom ve (iue 15. . r iw Fg r 2)

Don' ou ofgui orn v ty t pr e tcthe mct t t l er es r o ov h lt t l chbook i s nor cl Isc m ct xx) ' opl qs u i' n mqlunls you gie m l.t l l ' chl k m e s me ts or es v t c r lont doubtJ thol te Ex) i cnor nqr wcy. hem l ecs o . us d h x k n l di y l Exend te mct xokt ld you s ctt cnd cs hert t l t h l chl owcr r pe qor l lk o ecr outc mct :Ei poitt c mct i te mi e orsl ' ome. l l ch t her n o l l n h ddl ch cy ' s wher i t mi e. G rp te bc fr y whi s t lsiou. e n he ddl ' i h ok iml l he ecr t t ' e Asy s ck brng t mct bc t ld y cnc I t ou m l, i he l ok owcr ou l lever he ch hi m ct bcc i o t Exl Cl e te cov . dden l ch lk nt he x k. os h er W hen y wcnto vcnihte s ctl ' mcth tle ifom h ou l t l s h m ct s l ck t r er or c I hti cnc dr i it yourcup. i t l l op t no g Rel htng te bur mct i c fle. .Hol t Ex) t ld i i h g ned l s lck out d he x k owcr ch you,grp c fes m cch n t t bur one cnc t l iou .Lgh i lr h l exlo he ned t l lecr t t i t i.Iyou pll y pcr n cllt cnc yourmov tf cy our lt onch l nl l l c y emenscr r c. t le ell tvel quik n one wi notc you/e us c fes one.I t do i y c o l ie l v ed lr h f hey
(oniv d c t e) n

AL TERNATE W AYS OF DEALI W I RESI TANCE NG TH S
( nio d Co t e ) n
wel you'e u i t mech sm t dr iea poit Isnota ti . l r sng he , ani o amat z n. t ' rck So don's t weati. t
Backr oom 'l I t Reappearng M at lp or he i ch

+ Th bes way t peror t s me e t o f m hi chanim i t mak i s s so e t eem i m-
prmpu a iyo is to g tod ite a dtee. h wa t o t, s f u uth u h t o th n n h r T e y o

mak is em s t eou ,ten,i t gr a mat e t e ponan s h s o ab chbook fom t r he r t an ahead oftme and pr e i ath esaur t i epar t ome.Th wh you en, en have a I htme meetng,s gges tatyou me i yours ci unc i i u th et n pe al eat y. henyouari i' be eas t s t an or n y mat er W rve, tl l y o wi ch diar ch bookf yourgi ck on or mmi ed e.
T H E LO O K
hi c pt rc a nst book' m os i por a per uas ha e ont i he s t m t nt s son l s on.But l w a n you,you m a not lke i .The i es r y i t
lso ? Jopyo lo c' se te?jr c bt e J t' es n - f u o; t bl / iee e e n ef f. g l ? j n we tg l l

yo Iolst .(celto rjce . url l fogcle r eti r o fl t: t j Peopl j e udge a book b isco r They r pe ordic y t ve . es ct s ount
you i t nty ba ed on your a ns a l s ppea a r nce.You c n ha t be t a ve he s s v ce i t w ord,buti you l soppy pe e a s e your er i n he l f ook l , opl s um s v ce i soppy. er i s l l' unf i,lknow. rc e s d r e t da You i a t s ar You ont nt houl ul he y. r de s a wor e hi s d be t onl t ng peopl c i r Butt y nd k t c houl he y hi e onsde . he don' Pe e r s c t e w ho l lke t y de e v r s c . t opl e pe t hos . ook i he s r e e pe t
The s ndmoneyont ewhol lket /r worh mone y pe hos ook i he e t y.

W he you l w e lputt t ,t a s m pton i t tyour n ook l oge her he s u i s ha a lte a e a good a youra biii s r s s ppea a e. ke t ea l t entet r nc Ta he ry w i h-
c u y con ur M a M ai . ent r j or x lni

hl lni m a hi r a i by pe f m i w ordwi f /a i de s eput ton r or ng l de or ki a que ns a ot r hea of s a e.W a he t w ord' ngs nd e nd he ds tt s he ls bes e e t i ? N o.W a he t be tl i Fa fom i. t nt r a ner s he s ook ng? r r t

TII 4,4, PPI PL -E 4 -NCI , E
H ew a atny f tm a w ih a hor i e a e who di pec i r s i a n t rbl cc nt d ula m a c. But he dr s d i pe ca y. l hea d he c nge hi gi es e m c bl ' ve r ha d s c ot st ort eet m e a da T he fne tc ot ng i t w ord. l he wo hr i s y. i s l hi n he l A c ne a m onoc e,apoc w a ch. e w a ug y, tbea iul a , l ket t H s l ye utf . Nl lnipe f m e w ordw i f r ly a he dsofs a e i ai ror d l de or oya t nd a tt n lr pa tbe us b lo e l e slgtb Iropf -frtl . a ge r ca e e o k? i be l / el-frlg o lwl k o : e e t l t l lf i n' f i,you w a t be one of t pe e ge tng t f ie s t a r nt o he opl t i he unf i a nt ge .Geti t e a va a s in' a ha d a you a r dva a s tng hos d nt ge s t s r s t nk i you dr s wel. D r s i wel gi es you r ppor w ih hi - f e s l e sng l v a t t ot si af a ton oft nor a tm e. her n r c i he m l i W he la oa pe e a t a s n ppr ch opl t r de hows t m a n r s t y , he i ea on he ls en t m e i t t lha t l a be rng ofs eone who it o s ha ve he ook nd a i om s d be ls e d t l wea i a da k s t da k s houl it ne o. ' m rng r ui, r hoes a da k , r te a da k be t a whie s r ,a cuf lnk .A powerl i, r l, t hit nd f i s ook.Ve y r hi f s on. y ha ri c be a s a d.M y na l a e m a gh a hi M i s om d nd pr ye is r ni c e ll a i l s eppe of t pa sofa m a zi ur d. ook s f ' t d d f he ge ga ne. W hy do lt ke s h pans Beau eJf tt rtt m.' leai . a uc i ? c s z o l/ ) i ese l ug g e rj r w a t gi m ys l e er oppor u t nt o ve ef v y t niy.
l la oa he peopl i a T-hit a j ns t y woul t f ppr c d en s r nd ea , he dn'

t ke m e s i l l la oa hed t m i a r pl d, i m a c a erousy. f ppr c he n um e m s t hed
s t j c ta sa k ,l ha t gi t pich oft a sbepors a ke nd l c s ' ve o ve he t d he ge

f e t y' e n consderw ha l a s yi or he d ve i t w s a ng. By dr sng wel, l s a c e t of s c s The ls e t es i l et ont x uc es . y i t n o w ha ls y w ih dif e ea s O fcour e, e l hied lha t t a t fer nt r . s onc ' r m ve o del . w ihoutl i pols d,lwoul ne r ha goten i But t ver ook ng ihe d ve ve t t c nc t pr ve mys l . he ha e o o ef
T H E 4,4,4 PRI C I N PLE

lfr tl r d a is ea ne boutdr sng a a per ua rf om my gr ndf t r es i s s de r a a he D ufy. i s et ng ofa s f Be ng om hi howm a hi s f he c le hi f hn m el, a l d s as i a ce ' on dvi The 4,4, 4 Prnc pl ' D ufy t d m e i t ke f i i e. f ol t a s our m i t sm or t putyou s l t he i t m or ng t n i doe nu e eo r e f oget r n he ni ha t s t t ow on w ha e r l ng i a pie;you' f e f de ee o hr t ve ' yi n s l l e l our gr s l

TH E LOO K
w a m eri a bl z ;a youl c ea e f r t r n a er nd ' r t ou hous nd tm e t i l a i s he m pr son w he you l good. es i n ook Per ps l e t ke D ufy' a c t a e r e buti w or ha ' a n v f s dvi e o n xtem , t ks f m e. or Toda la a m os aw a dr s e f peror a e.Tha y, m l t l ys e s d or f m nc t m ea i you s m e on a Sa u da m or ng s ns f ee tr y ni hoppi i S r , ng n ea s c nc a e l w e rng as i a te. hy do ldo t t Be us ha es r ' m ai u t nd i W ha ? ca e la m y busne s a lne rknow w hom 1 1r n i o.l unexm i s , nd ve ' u nt ' 1 ve pec e y m e CEO S i m a l,a r porer w hie l geti m y t dl t n ls nd e t s l ' m tng ca ' oi c ng W he t s peopl s m e ll lke as c s rs 1 ha ed. n he e e ee , ook i uc es , a pe e gr via e t w a d s cc s . nd opl a t t o r u e s
W H Y D O N T A LL BU SI ESSPEO PLE D RESS N W ELL?

H e e a eafw r s : r r e ea ons T'er o tt f / f. etul a epr ct ofoure r ll k g'7 , 9 , W r y r odu s l gop o1 7 nvionme , nt a i s eone com e f om a ba gr nd i whi h dr sw a n' nd f om sr ck ou n c es s t s r s e he pr bl w on' pi i up on hi ow n.O r i he does t e s d, oba y t ck t s f , he m a onl dr s up f s ci locc sons lke w e ngsa f y y e s or pe a a i ,i ddi nd uner l . as
'by n vrtl tgpg f. c r a r e e e lg/( o tt To a e boutdr s ,aperon m u tfrt f l es s s is

under t nd t t pe e a e szi hi up a 1da l s a ha opl r i ng m 1 y ong,ba ed on s hi appea a e.l he doe n' r a i t t hel t nk w e rng ga s r nc f s t e lze ha , ' hi l ai g T- hit t t ofi i c r i s r s o he fce s ha m ng.
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t cr t a i pr son on ot r . ha s e t nk a o ea e n m es i he s W t om one hi s bouthe r own l i i por a ,buts ne t ba a e s l -a if cton ook s m t nt he eds o l nc e f s ts a i w ih how ot r s e he . t he s e r
'by tf/is uto 'okrv l s me eha a ata tv fc r e lgtt jsj r'o e ' f o on s n trcie a e l ' l s
a body hesa a oft ga e. tphysca bea y in' ne s nd , ' he d he m Bu i l ut s t ce s r t be c m a ng a per ua i la no m ovi s a ,bu l ay o om ndi nd s sve. m e tr t ge t ea ed lke one be u e ll a a lk a m a ofa hi vetr t i ca s ook nd ct i e n c e m ent Good c ot ng m a esa . l hi k nyone l be t r ook t e .
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i outbe us t y ha a unr ls i i a ng ca e he ve n ea itc dea boutw ha i m ea t t ns

TH E RL LES OF G O OD DRES I S 1 89
t b hu n. ighu ndo s tme nb igp re tPe cini o e ma Ben ma en' a en e fc . t t s h o

g0 ( l rt olfg.O nce t y t ke t ti a t hea t i be om e tg J lg l o g g t he a ha de o r, t c s ea i rf t s e or hem t putt m s l soutt e i a wa t tge sot o he e ve her n y ha t he s l i a t m .Anyone ca c m a a r r ook ng t he n om nd oom de pie hi s t s fa s i e r tes a w ea s s f t s m pl r a on t te l w , ns cu ii , nd knes e , or he i e e s ha ve yone i t r r n he oom ha fa ,i ec ii s a wea ne s s W hen s l ws ns urte nd k se . w e pic w er pic ng t ot rhum a ,nott deii s t h, 'e t hi o he ns o te .
T H E RU LES O F G O O D D RESS
O n a gi n da ls a on a r s r be or t s nds of pe e ny ve y, t nd ie f e hou a opl w ho a e w a c ng m y e r m ove.lca t a f d l y l r t hi ve y n' for ous ooks or ba ha rda . ha l e done,t n, st c e t m y own ea y-od- i ys W t ' v he i o r a e s t r pe t r l t t e bl m e t c it nty l lke a per on of e a u es ha na e o onss e l ook i s i l nce. w ils r t e r e w ih you.Cons de t nfue l l ha e hos ul s t i r hem a ba e s on w hi you ca buid- a no- a nergui t pow e dr sng. ch n l br i de o r es i Drs J t rtt e eyo ees.The c es / t /g vr n le e e gg onve i lwidom i t ft ntona s so i i But t t notw ha you s d be doi You w a t s a n. ha ' s t houl ng. nt o t nd
o t My a vc A/qy kes( i y ur Jo . t ( tein Th t u. d ie: ft s r g j o ' fp o g vi i z g s s e g j y. a j

does tm ea you wea a t edo or a gow n wih a fow i t a n. n' n r ux t l ng r i W ha i does m ea i t t you wea e ni c ot s da a tt n s ha r ve ng l he , y nd ni , e da a w e ke . ght w ek ys nd e nds
Tz tosgt olt rtt yo st!eoy o Iflt l Drsig f g g a ge 'o /gt ;? l s l/s u / r n ubjrlrefe esn 7 gl g r r.
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1 90 THE LOO K
J- l tc oe s ft a l 't b-olri hrs ni tur l

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Fi e 16. Ch ge you te gur 1 an r i, ch geyourIf an i e.
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t one t t sl a s on.Sa e sr t o rf your te :l lx on/ ha ' ik/ nd o s m t a e or is vi w e ves By com bi ng s r sand t e ofdif e f brc and f l / a . ni hit is fer nt a i s ee s your a r fne en t your o ft l dd e i m t o l ut i.
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dow n hee s c n t n a m ilon. l r l i o a di e.t r l l a ur li dola ook nt m s o e ook.
Bu blck/ofco s.( we rblcks s t ) y a ure And a a ock /oo.

Ymr c sor s Yo wa as bsa ilbe twih asl e / a i / aces k . u nt u t nta l t iv r pltnum or whie. d buc e. Sk p ye l w gol i m a s i s e t t t gol kl i lo d- t ke t e m ha yo r t i t ha d.Yo a s wan sl r plt n /o whie gol ure nr oo r ng u lo t i / a i um r t . d ve c flnk . m e t n f yo w a c A w a ch i t on y pi c of uf i s Sa hi g or ur t h. t s he l e e j wenrl r be a ei'pr ci l Anyt ng es de r c sfom my e l wea/ c us t a tca. s hi le ta t r

THE Iul oy co oo Dl ss t Es l 1 91
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Fi e 16. Re ere i et gur 2 v s ack

s Inng s ws o ii ho .
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s sc k l youre ne ous a ak kr f r nr bout m a ng a wr ki ong f hi choi as on ce you ca hie a c ula t s n r ons t nt o hop wih yow or a k a w e ldr s ed t s l. e s s or s esc e k f a ce t e al l r or dvi .
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( gue 1 2) a netones ul Fi r 6. , nd s ho . de i i t ot r( gur 1 3) r nsde he he Fi e 6. .
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TH E LOO K
bul oft jck t wilke p t k he a e l e he

Pa s fom c e sng ba y. nt r r ai dl O u unior st lpe e a 1 r f m el opl ot a boutw ho w e a e.l yo r a s i r f ur e ce it you w e r a 1 b c t l nt s , a a oa . f you'e a c t uc i w o k r you r ons r t on r e ,
we r wo k boo s l yo j a r t . f ur ob
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sti i t s (orobvi he lh r s ) Theefr ,l itng n he un f ous at eaons. r o e

us a br e .l e nsoutm y s n t du i t da a i e onz r t ve ki one r ng he s nd t was s of a ni . he f t ght * W hen you pic yo ne e know wha s r y i or a i you t h, u v r t t a nf m t on c us t a t a ta t nton. i t e w he pe e a k m e an e o t r c t e i For nsanc n opl s a boutmy c o he ,lus m y out i a aTr ns o m a i l e lt s e ft s a f r ton vl chanim,e a i pe e a utwha l we rng a 1t pr s duc tng opl bo t' m a i n he oduc l pus ng. t' m hi

TH E RULES OF G O OD DRES S
A Tr f maton M echani ansor i sm: The M i atng F gr i epper

The St ene Youve been I i h nswihJ emy f a we ,s you' i t ' ockng or t er or ek o ve nvi ed hi f a me att I diert ty and wor out m or al he ocal n o l ' k yourdier ces f en . f Yout lhi youundert t h sus t r ear n alne, el m sand hat e' ed o es chig o butt head oft deparmentwant you ivoled bec s ofyour he he t s n v au e s al k edge. er ,t gh,h f peci i nowl zed J emy hou as oughtyouaIte way. Ih He I satyourivolemen asa sap i hi f e. ook n v t l n s ac W hi you'ewaiig f you entest come,you ty sari a l e r tn or r r o r t tng
c v s i ab u s mehn oh ta wor,is t I he te on erat on o t o tig terh n k uto i tn h g

mood.But er won' bu J emy t dge.He' cl emouh . s os ted Youdeci t a mechanim i i or . de hat s s n der Youwal overt t cas r ser t e a t hpik,and t si k o he h egit , ak oot c os t ont t t e.'er 'yous ,'Itme s ow you s hi Iti o he abl J emy,' ay 'e h omet ng hnk youlfnd odd,buti er tn . 'l i nt esig ' ' Yougr t peppers er t s oft c and poura t n ab he hak ,wit f he ap, hi I ofpepperit yourgls ofwat . ayer no as er 'I fnd t odd 's J emy. 'do i hat ' ays er 'l$,t i :it Eitr. 'b'i t ;rs )rtr' b( i Youhan hi a t hpi an as hi t di ihal ay i o t d m oot ck, d k m o p t M nt he wat .He I satyou I you/e nus bu he c i .Not n haper ook i ke r t, t ompl es hig pens tough.Feppersilbl et t wat ' s f ,h tl ank s he ers urace. z hatar you tyi t pr ek' h s z W e r ng o ov ' e ays. zlm tyi t pr t when we wor t h ,c t ngscan z' r ng o ove hat k ogeter oolhi haPPen. ' Yougrp hi hand by t wrs and as hi t di t t hpi i s he it k m o p he oot ck agai He does,onl t stme h sdel ed bywhathes .Th n. y hi i e' i ght ees e momentte t hpikt este wat ,t peppersarsr s n h oot c ouch h er he t t u hig away fom i al tasi b magi r t mos f y , c. zlow di you do t k'he as s. zl d hat ' k
(oni e ) c t d no

TH E LOO K
( nio d Co t e ) n
'I dn'do i.W e di i. ori t herwecanmak te s 'di t t d tW kng oget e h eas par ...mov mounais ...or gets peppert s f i a gls ' t e tn , ome o hit n a s. ' Hesmi s te frttme h ss l snc you' kn hi . l , h is i e' mied i e ve own m e 'Now ' h s ' youI go ofmy wrsk' ' ' e ays ' can et it '
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s b tuefrI i h d s ap.B f e n d tou : c y /e u si t o i d an o (e orware , h gh On e ouv t qu

s oaped t pad ofyourfngeri don't he i tp, t ouch it anyt ng,ot wie to hi her s
y / rboftes ce. oul u fh e rt) l

Howe you/ acc ihed i,you n have s on your ver ve ompl s t ow oap i ndex fnger te peronyou/e tyi t peruade i stig acr s i ;h s r r ng o s s in t os fom you youve t s a t hpi i fontofhi you h e a gl s r ; / osed oot ck n r m; av as ofwat bet er weenyou and you/e hol ng a peppers aker ; r di h . Du tte wat wih pepper Nott muc J tenou t dar s h er t . oo h. us gh o ken te wat ' suf h ers race. As te peru kh s adee t di t t hpi h M ay i o t wat . o p he oot ck al nt he er Not ng wilh hi l appen. T e t t hpikfom hi usng te han wihte s ak he oot c r m, i h d t h oapy fn . iger As hi t h d hi hand sr ghtabove t wat .Ashe does k m o ol s tai he er t s c u l r te edge oft t hpi wi yourfn . hi, as al ub h y he oot ck t h iger Fl t t hpi backi hi hand,and u e b0t yourhan t ace he oot ck n s s h ds o gr ont hi wrs. ab o s it
(oni e ) c t d no

TH E RULES OF G O OD DRES S
( nio d Co t e ) n
Gui hi han s t s de s d o he oaped tpofte t hpik br st i h oot c eak he wat ' s f ers urace. W h idoes te s wilr hof t t hpi ,it te wat , en t , h oap l us f he oot ck no h er c r ng t pepperwi i. aryi he t t h Fer hapsnota miacl f t ages buti' wondr t s i you r e or he , ts ous o ee f don' kn t s et t ow he ecr l
Backr oom 'l I t M i atng Pepper Ips or he gr i

# O b ousy,you/l vi l lwantt s yourfn ascl e asposi e t o oap iger os sbl o peror e tme;ot wie,t s wildr f manc i her s he oap l y. # Anoterway oftanserig te s i t gr t t hpi s. h r f rn h oap s o ab wo oot ck Han one t t s t or an appl t s t t s ond d o he pecat , d y he oap o he ec t hpi whie hi e s ar on t frt Then,aferhi f l,as oot ck l s ye e he is. t s ai k s hi t ty iwihyourt hpi . m or t t oot ck # Youhav t s at di te t hpi i o te wat frtt es e he pect or p h oot ck nt h er is o t ih t c t t te pepperi underbef e t magi abl he ondii hat h s ons s or he c happen Iyou peror t smechanim wih tI tn t s s.f f med hi s tou et g he pec i t orty i frt he mi t nk i' nat alf te peppert r s at r t is, ght hi t ur or h s o uh away fom te t hpi r h oot ck. The s ame dynami comes it pl any tme you/e tyig c no ay i r r n t s Is o eI omeone on an i .Unl st undert n what' dea es hey sa d nor mal i- w hatt bas i i- t l n ' s he elne s hey'l ever undert t sand he beneftofapplig yours uton. i yn ol i Mak s e t y undert d t r stat M ak s e tey e ur he san hei iu i on. e ur h
k o is h w mu hteic r t ppoa h sar hn r g te n w ut o c h r ur a r c e e idei h m. en n

T pr ent ben es yours ui olton. + Stlanoterway t peror t s mechans i t skp t t h il h o f m hi im s o i he ootpi ,an si yourfngerdiect i t wat .Ofcoure,t sapck d tck i r l n he er y s hi pr h gies a dif entf t te mec s becau e is you oac v fer eel o h hanim s t '
(oni e ) c t d no

TH E LOO K
( nio d Co t e ) n
maki t magi happen.So z en we wor t h , c ng he c z wh k ogeter ool t ngsc happen'woul tbe t pr t hi an ' dn' he oper heme. neteme t O h hat
c / wor wi ti appo hwoud b zf ouk o is wh r oud k t hs rac h l e z y n w ut ee i

t atacka pr em,youc s ve iqui l and e i . o t obl an ol t cky asl ' y # Don' peror t smechanim underbrghts i ,wher te I t f m hi s i unl ght eh i qui s mi s ne i te wat . d oap ght hi n h er # W h notus a barofs y e oap? Bec s s s aped fom a bari au e oap cr r s difcutt tan f fom fngert t hpi .Alo,bars i eas fi l o r ser r i o oot ck s oap s i t s bec s i t dst adher t yourfngeri n ieabl er o pot au e t en o eo i n otc e si s l . ver
T H E PLAT FO RM PI C H T
di notwr t t s book t t n you i o a pi c a orpic d i e hi o ur nt t hm n t hwom a lw r e i s t t you coul l a n pic pe s s on n. ot t o ha d e r t h- r ua i s r t gi s t u e i e r y lf lhope t t a you be t a e e o s n ve yda ie. ha s ke en r di youke be n usng t sr t e .l not lur you t ea ng, e i he t a egi s f , ge o pi t t e or f t t a ck he hr e our ha ppea t you m os , a t ke t lo t nd a he pl unge.Pr c i t m br e l a t n go lve.U s t a tce he i fy nd he i e hem i t n he s r a ke ,t m o e t t ,t boa dr , r ve . hes upe m r t he vi hea er he r oom whe e r T e per ua i sr t gi s m a be ba e upon prnc pl s of t ti a s son t a e e y sd i i e hea r c l
e eranme , t /r me ntf c nt ti ntbut he e a or ommon, i us dal e. y

T hi c pt r how e r i not a s ha e , ve , s bout c m on, da l u e l' om iy s . t s a bout usng t s r t e i pl tor s t i .l' a i he t a egi s n a f m e tngs t bouthow t s o i l nce peopl a you pic pr s ,orgi e a s ch. nfue e s t h, e ent v pee lw ilnots a t or i t scha er lw ilt l you wha l l pe k he y n hi pt . l e l t' ve done f t pa t 24 yea s a ofe s gges i on how you or he s r nd f r u tons m i a y t phios e a t c qu s i you s t ton. ght ppl he l ophi s nd e hni e n r iua i

TH E PL ATFO R PI NI TCH
THE AUD I CE EN
lperor be or t o ditnc gr ps O ne i a s a e a e f m f ew si t ou . s e t d udi nce.l s a t w ih pe e i a a dior u whoke com e s ii ly t t r t opl n n u t i m pec fca l o hea m e s k. r pea Typi a l a c por ton ha hie m e t t l a t c ly, or a i s rd o a k bou s l , r ua i orpe s le ele e. r aes pe s son, r ona xc l nc Eve yone i t r n he oom i s qui t a on t rbe tbe vi . e nd hei s ha or T he ot r i a t a s he s r de- how a enc ls a twih no one. s udi e. t r t Thi gr lm us buid i t m i tofaf e i ,c pe ii e en r oup t l n he ds r netc om ttv vionm ent f l ofpuli m usc, l s ng lght ,a s ntl c a m od,ul sng i fa hi i s nd ca iy l d e s.lm us a t a a c owd,pul t m i o m y cle ' 100t a l t tr ct r l he nt i nt 7 h, nd s s lt m on m y c i nt pr el he le ' oduc s s t.
T H E STRU CT U RE
T he t a e e s e w idl dif ent ye pa a i a l t wo udi nc s e m l y fer , t r dox c ly, he s m e pic s r t e i efec i wih 10t l cal i m y ' id, a t h t uc ur s f tve t 7 h. l t ' l Bu H ol M ove Pr e s'The pr s l d, oc s . ' oce s ookslke t s i hi : T he Bu l St p g st i a t i id e et he r tenton. T he H ol St p t l a d e aks boutt i pr e s a m y s utons he r obl m nd ol i . T he M ove St p t lst m how t i m e a el be i f om e e l he o m di t y neft r mys ui . ol tons
T H E BU I STEP LD
W het rt a di e i qui ty s a e wih f de ha orw akhe he u enc s e l e t d t ol d nds l i t ough cha , he fr tt ng lm us do i w i t i a t nton. ng hr os t is hi t s n he r t e i
lne ras t /r i e etd i meori wha lha t ve sume he e ntr se n n t ve o

s y.Eve i t y a a n f he ppea a t ntve,t y m a i f ct be t nki r te i he y n a hi ng
a boutfveo'l kort r iet ywe ej ts r wed outof Ther i coc he as he r us c e . i

bodi sm a be m i ,butnott i m i .l a 10t e y ne he r nds w nt 7 h. M y f vort w a t ga n t i a t nton i w ih a pr lwa k a ie y o i he r te i s t op. l t pl tor w hie hol ng a ffy- l r bila s y:' ea t i he a f m l di it dola l nd a W 1 h s w ha you bele i t be. know s e w ho t t i ve t o l om one houghtffy dol it l r m a hi a rch m a a s de m i n.

TII BLIL STEP -E I, '' D 1 99
' y gr ndf t Al r ca r e affy- l rbilwih hi , ' M a a her be t r i d it dola l t m beca e hi f t rs i a ffy i yourpock i wea t Al tne r us s a he ad it n et s lh. ber ve
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TII II L S - E -O D TEP
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TH E H O L S D TEP 203
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Sol i uton O nc t a enc kno s lu r t nd t rde s pr em s l e he udi e w nde s a hei epe t obl , m ove on t t s u i l la s li a ca ,t ca i t s uo he ol ton. f m e lng r he r s he ol ton. fla t c ng pe e ho t s l, y s l sa oa h i t i l m ea hi opl w o e l m a e ppr c s he s ui ol ton. T hi i t e s s he duca i pa tofm y pr s nt ton. si whe e l ton r e e a i Thi s r t l t pe e a t f c s a m et a k o opl bou a t nd hods a s t nt a e w ha l nd ubs a i t t s y wih pr a s m pl . e e,lc orwha ls y wi h soga a t oof nd a es H r ol t a t l ns a b ha ng outf e bi . nd y ndi r e es l ar a gone i o de a l a ' l e dy ve nt t i bout t s s u i s a i a hi ol ton t ge n l r pa toft sbook, o l on' r ha h t ti or a i W ha l a ge r hi s w t e s ha nf m ton. t w ildo,t l hough,i e uci t on s e pa tc a s s l da e om r i ul r . D urng t ss a lke t e e t i e l ve hi W hie i hi t ge, ep he nt r a nm nt e l gh. l l t l lcontnue t u e m e ni m s t hol a t i a gi a k, i o s cha s o d tenton nd ve my c once s oom ph. ih t m ec nim s lt y nott f l i o pt W t he ha s , r o a l nt pr c a e pa t r . l m a pe f m a m ec nim sr i edi t bl te ns y r or ha s t a ght t ough t t e bef e pr e i t a enc wih ne hr o he nd or es ntng he udi e t w pich i or a i O r l m a s rng ou t m e ha s f 20 t nf m ton. , y ti t he c nim or m i t s i e tng pic i or a i wihi i a lgo. nu e , ns r i t h nf m ton t n t s lm a c r a n t gi peopl a t chni or t o s ii t ke e t i o ve e e que w pec fc o t r fe ds whi h wil bl t m a a r r es of w he he hei i l , c l ow he w y ega dl s t r t y bu w ha l pichi F i t nc i l s a ng bef e he y t ' t ng. or ns a e, f ' pe ki m m or Rea t s l s lor , ugge t t t w he t yke s d a hom e, t y m a k s ha n he ol he r down t pr ec e dae by whih t bu r wilha pad of he oj t d t c he ye s l ve i f 20 per e of t i m or ga W he t tda e a rv ,t Re l c nt he r t ge. n ha t r i es he a t s s l ca lt buye s a a s t or hou d l he r nd dvie hem t c nce t e peno a l he x sve PM li ur nce t y wer r i e t buy whe t y bought i ns a he e equ r d o n he t r hom e .Tha phone c l s ve t buye s t s nds a hei s t a l a s he r hou a nd gi s t Rea t s a fi y w a of r s a ihi cont c w ih ve he lor rendl y ee t bls ng at t peopl w ho m i be i er s e i m ovi a i e ght nt e t d n ng ga n.

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THE M OVE S TEP
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TII ll -E v ovE S TEP
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te mayor h . Th commit i har wori bu you/econ ned abou t e tee s d kng, t r cer t he sr egi t y/e pr ig.F t mos par,tos sr egi ar tat es he r oposn or he t t h e tat es e duland uni pied. l ns r Your i tat c tdemand tattey ti mor cr i y eal h you an' ze h h hnk e eat , vel mor ent i tcal .So,you deci t opent sweeksmeetng e husasi l y de o hi ' i wi a me t h chanim desgn t i pie n t nkn i t s i ed o ns r ew hi ig n hem.Y as ou k
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s r te r a f t s cos roteau e c tanh i (tewie ue h y'e oo or o l e t h din e h e s oh r s te ' s eb hn hm) h yl e e id i . l

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( nio d Co t e ) n
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T H E M EC H A N I SM EM ERG EN C Y K l T
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l i t a t i ,a vol nt r hi s a fe y c e obnsde he udiorum u ee de r el hos n
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TH E II V ECHAN I VI SI S
T H E M EC H AN I S SM
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TH E II AN IIIEII V ECH SV V ERGEN CY KI T
( nio d Co t e ) n
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THE M ECHANI S SM
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Tl st w ene Thif year ago,yourcompany waste numberones manu ry s h oap f ur i te counr I pr ed bar ofs act er n h ty.t oduc s oap,and t wasi. hat t Buts es wen t ishead.Iwant t gr ismar and pus ucc s t o t t ed o ow t ket h
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Th compan began pr e y oduci Iundr det gent Th iex ng a y er . en t panded it bat oom cl s .Then a s no hr ean er econd bat oom cl ert hr eans o c ompee wih t oI one. t t he d AItes pr ct made mon atfrt bu t y we en t I h e odu s ey is, t he ak ed he c ompan sifasr t eand f .Empl y' nr tucur ocus oyeeswer s ead t n. e pr hi Managemen was tcerai whatt mak a prort t n' t n o e ii y. Th cusomer wer e mor conf e . e t s e ven e us d They as oci ed your s at c ompan wih s y t oap,bu n t wer s ng i name behid aI t ow hey e eei t s n I mannerofi ,i u n a f rblde r and fv kndsofdit ems ncldig ou- a d azor ie i s pos e ai fes en s. abl r r h er L tyearyou t overast h ofcompan de maret as ook he ead ywi ki and you kne yourwor wascutoutf you.Butyoudi t ng, w k or dn' know iwast s bad.You hadn's t compan s mos prvat t hi t een he y' t i e
r evenue r t. epors
Youve c ld a meetng wiht CE bec e you/e deci / al e i t he O aus v ded
t t easan - e e iic ssy y ri Y uf r y ' rter o ak t d v n ft o t ou ou ob. o i e oud ah gu

I now ofyou ownvoli r hertanwaia year whi maret eave r ion, at h t t , l e k c t nsmak yourdecii f you. ondii o e son or Your i t CEO ' ofi and you/ madeyourr ommen /e n he s fce, ve ec daton You/ t d hert unl st compan get bac t te t ng i s. ve ol hat es he y s k o h hi i' k t nown f - maki s s or ng oap- i pr t obabl won' I tmor t fve y t as e han i
year s.
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THE M ECHANI S SM 21 9
( nt v d) Co i e n
T mck y u pon m uv uecsr dh escn cxn ue poic o le o r it /e s lpeq se l ld t p tr r e .
ton Now y /egoig i f te ki.Y v cs t CEO f oneofher i s. our n n or h l c lk he l t x busn sccr sh hcndsit yc cnc m utle outc pciJ s sor ies lds. e l t o v l l ck l l cis s r 'T sccr i I ourc 'hi ld s i ke ompqnyl y y lscgo/' sl wenl ecr l 'you c y ' mcl butf us .Fis we cccec det gentt ourpr ctm i ' l s l oc ed rt lll l er o odu x t we cccec clqns hen lll l e er 'F ecch In ext onyouci you ' or l ie ensi t e mck c cu i te ccr le l t n h ld Afercl lt25 cul you putte s sor down.Y t lte CEO t l u x s h cis s ou el h t lc1tos c s c1t e expqnson weck t c hct l h e ut l hos 1 1 is len he ompqny' i s den. tl ' h you tyt plcs ev y mcr e,'you sl,' ouen up i ' en y. W r o e le er lk t' cy ' y d beig c compqnywi no mi e' e t lpl esn mcrel 'As n l t h ddl on hct eqs o lk s ' you sl t e I y pulom n t ccr cnc iexpcndsoul ld cy hes i nes ou l he ld l lt l wcr
it cci l cfotwie. ousi io ery rh c l(iue 1 3 . no l r e lc d Y l t v ou e l Fg r 8.) c p c

'I cy hcv mcce c nc e f mys f'you sl csyou tg on 'm l le ll l os or el,' cy l u t ccr ' Iwcnt t he ld ' but l ed o mck my poi i c wc t l le nt n l l hct y sld mor t l te compuer ci e hcn h t e prnt t d0. i ous 'be'e expcndedw i 'l v b l t h ' . t l s i entons bu n he x t nt i t ow i' tme t c ol qt cnc ts i o ons i e l l d ua getsr g cgci A c ton l ln. ompqn y w i c sr g's lpf usi t l ton hcr oc s h 'z k'' .x cc l ompqnyIccn pus i te l hn h mcr eplle.One t lhcsc lk t cc hct l l ' f ti t dozen vit ll oo n wo rucl y unr ct mcret intone I ell ed lk s s ' A ccn mck fy. l le l ' '
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(oniv d c t e) n

TH E M ECH ANI EM EZGENCY KI SM T
Fgu e 18. F d c d i r : ol ar I h ie. engtw s
Fgur 18. M ak c s i e 5 e ut acr s c d. os ar
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T CEO i c bitlen cbcck byyourteqti buts qppr i he s l t ck l l h rcs he ec. ct you ccndorshe i goi t cc lc meetng ofte execuie l es r l . s ng o l l i h tv bocr cnc s e wcnl you t pr en m uri l t t ld l l h l s o es t decs o hem
Behi ' A ene nd he T mqke q bu nes cqr youcqn pu yourheqd tr gh do t f . o si s d t hou he ol I ng: owi
F dtecldIn twi (iur 1 :) ol h cr e gh s Fg e 8. . e

Us c s is st mck c s isofcust lgo t ou te dou. e l cs or o le l ere t hct hr gh h bld- erccr M ck csmcny cuscsy ccndownt I gt ofte e ov ld le l l t l ou l he en h h
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Now l nt ccr end f end cn lccc new cut i bet ur he ld or lc lll s n ween te b
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THE M ECHANI S SM
gydo xcl nI sc (7 C) ew uu ir ts ot pi Pd nc lv rn s y. vl e w t h c ( b F ) i g o f u e m l r s d n 1 i t 8 p h e . b
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( nio d Co t e ) n
Backr oom 'l I Stc ngYourHea t ough Ips or iki d hr

a Busnes Car i s d
+ A bu nes c d wilftoveryou head,f ,orhands.L ger si s ar l i r oot ar
c dsf o e I g robe t.F risa c , 81-y 1 -n hpe e ar i v rare ics o ntn e an , b - lic ic t 4
ofpaperwi ftar d man peopl swait l i oun l y e' ss. + Youc frtcutaIte si down one sde ofte car s iI s an is I h lt s i h d, o took Ik a comb,and tenfi t car end f end and mak te ne ie h lp he d or eh w cusbef t weent oI cus oryou c al nat makig cusi t he d t, an t e er n t n he c d.I ot wor ,you mak t frtcu sari att bas ar n her ds e he is t t tng he e, fi t car mak an hercu,fi t car mak a cu,fi t lp he d, e ot t lp he d, e t lp he c d,and s f t Faci b0t mehods an s e whi appeal ar o orh. r tce h t , d e ch s
t you mos. o t
+ Youwil lwantt pr ie t smechanim a numberoftmesbef e o actc hi s i or tyi i outi publc bec e al tever r ng t n i, aus mos yone cus t ough t t hr he entr c d atfrt I you cu compl el t ou t c d,youl ie ar is. f t et y hr gh he ar /l end u wih a I g dangl car r hertan a n l e. p t on i ng d, at h eckac # Asyou kn Tr f maton M e ow, ansor i chanims ar met ph s made s e a or ph c an I y.AsI aste mech s youchoos ft t ysial d i vel ong h anim e i he s
poityouw antt sr s u e i. n o tes s t
I t pr dig s enaro, Ihad you u e t bu nes- d n he ece n c i s he si scar neckac asa s l e ymbolf an unocu ed c or f s ompanyand asa noos e. Th e ar pr f heav n ie conc s.Bu te mec s os e et y y, egat v ept t h hanim
c l is a e i b u e t s mb l eagr d h pp nn F oud ut s asl e sd o y oi y z an a e ig. or

i t ce,h a Imi undert ng c t n i o an e nsan ow i t ed sandi an ur nt xpansve i one,or mor c et y,how a s lr c t n it a bi , e oncr el mal oom an ur no g, gl i one,i you kn whatyou'e doi orous f ow r ng.

A Tr f maton M echani Al ansor i sm: l owance M oney

The st ene You 1z- - d dau eras syou t r s herweekl al r yearol ght k o aie y l owance. ' hatdo you do wih aIt money Igie you 'you ask ' W t Ihe v k' . 'IEtY:tf. ' )l ;lf' t zIk you bu suf Yoursufi t ig ov t hous You/e z now y tf. tf s akn er he e. v gotCDs,cl h ,an vi ev ywher Y don'need mor otes d deos er e. ou t e mone Youneed t undert d how t handl t al y. o san o e he l owanc you/e e r
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z om,youhave no i whaticosst be a ki t z M dea t to d oday. s Thi in'te ni een s vent . s t h net e i ' es Yougetan i :zL ,Iwantt gi you a v y smpl mon dea zook o ve er i e eyhandlng t t Isone qu ton.I you pas 11gi youan e r i es. t ' esi f s, /1 ve xta f ydol r a we .I n ,Igett gi you a f f nut Is on wenf l s a ek f ot o ve wenpmi e e s on h t s d you mone s igoesf rheran mak you hapow o pen r y, o t ut d es pi .W ii t t e te t t'You daugheragr . er lng o ak h esk' r l t ees zDo youhavean pock ch z y et angek'youas ' k. You daugherdisit herpock ,an r r t g no et d emovesa handf of ul ch ange.YouI overwh s sdu out an as hert h you a ook at he' g , d k o and penn and a di y me. z k 'yous ' penn and a di Thi youkno te di z ay, o ay, o y me. nk w h f f enc beween te t ' er e t h wok' zDuhIIt nks ' z hi oI zL ' s 'you s 80t c nsar i yourI than whi dizet ee,' s ay. h oi e n ef d, ch s appear belw t t et Youas f yourdaughersh un s o he abl op. k or t ' and der te t e,and youdr t f coi i o i. h abl op he wo ns nt t zler ste t t Keepi yourhand un te t e,f t zl e' h es: ng der h abl eelhe c n and han me te penn ' ois d h y.
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( nio d Co t e ) n
' f t Igetan e r f y dol s ' ' or hat And xta wenf l k' ar z be ' z You t ' Y dau t I gh and dr tecoi s e kl st bete penn our gherau s ops h n h row' o h y i yourhand.Y brn you h d,n cl ed it a fs,it viw. n ou ig r an ow os no it no e 'L tchanc t chan yourmi 'yous ' ou' h 'as eo ge nd,' ay. Y ve anded me te penn and you'e holig t di rghk' h y r d n he me, i t' J tt mak s e, daugherr te u e c none Is tme. us o e ur your t ubs h ns en oi a ti ' ,Im c t n.Ih ' ' erai anded y te penn ,and Im h di t di ' Yes ou h y ' ol ng he me. ' Yous l and open yourh Th e,sti i t mi e of mie and. er itng n he ddl you pal i t di r m, s he me. You daugherpul herhan fom un t t e,an opens r t l s d r der he abl d herfs.Ther si t penn it e t he s y. 'How di you mak te coischange plc k's as s. ' d eh n a es ' he k 'Irck you. 'ti ed ' 'Ik w iI ' ne t' 'L ,Idi twi and you di t n.IsIk yourbu n 'ook dn' n dn'wi t ie ' yig s ees.Bel e me,we'e b0t Isi T lyou wh ,11r s your pr i ev r h o ng. el at /1 aie weekl al y l owance t dol si youIsen t my f ymi t en l f ar it o wenf- nue happi st oughmon managements nes-hr - eypeech. ' ' 'DeaI' ' I' 'Bu you have t r l I t t whatIs ,an t nkabouth ' t o eal i en o y s ay d hi ow youc appl wh It l t yourstaton.Fr s ' an y at elyou o iu i omiek'
'Fomie ' 'r s '
Th ' aIyou c d hope f . ats I oul or
Behl t Stene nd he Thsmech s wasivent i te 1960sby a magi an n i anim n ed n h ci amed J y B zai.T mak iwor,younee a s cr c n.Her st iohnn en s o e t k d e et oi e' he n ti n par: e s cr c n i neih a penn ora di Isa nik . rguig tTh e et oi s ter y me.t ' c el
(eoey pef m ti me h im, ouln e t b s ae B fr ou r hs c ans y ' e d o e e td, or l

andyou'lneed t gette ni elont yourt ghwi tanyone' l o h ck o hi t hou s
(oni e ) c t d no

THE M ECHANI S SM
( nt v d) Co i e n
s m ci Youccn qcc ih t si on ofl o wcys Eiherbcl us tng. l ompl hi n e w s l:t l . cn e t nik ter checc oftme orcl lc he c el h e l ll i qndesi y si t nik tnel l he c el p ont m urIg wh youcnc t s ct cr ch ng f rxiet o e en l lhe pectl le ecki or x k or chcnge.Your r ly t peror l /e ecd o f m. As t l vr c penn cnc c di Dipl te l c nsi te k o x ow l y l l l me. s qy h wo oi n h t n lup pcl ofyourhcnd.W hi y r s ckng postont ur ec. l m l l ou/e m li e ii he coiscsyous e t i Fgur 18. wi t di ctt bqs of n l e hem n i e 8 t he me l he e h yourfnger cnc t penny s bcck i yourpcl . i s l lhe et l n l m As t s tl t ext herrghthcnc underte tl e.As k he pecct o end or i ll h cbl s e com ples cl e y hcnc I el cnc dr yourfs L l t h i os our l loos y l l op it ow he tl et cbl op. Th momentyou h l i ou ofsgh pik upt ni el t e r cnd s t i t c he ck wi h
y rtu c c id xf g (iue 1 9) t c It h stt c ou h mb l ln e i er Fg r 8. wi l il e i i l n n h s le q on s

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( nio d Co t e ) n
Dr te p yan teni elno herhand.Keep h d oftedi op h enn d h ck it ol h me. Now,te f begi . h un ns As hert h youte penn She/lhan you t bi tc n k o and h y. l d he gges oi s hol ,t nki i' te penny. ual ,i' t ni el he ds hi ng t h s Act l ts he ck . y T e t ni eli yourfn tps and brn yourhan backt ak he ck n igeri , ig d owar yourI L t ni elter and brn yourfs it viw. d ap. eave he ck h e, ig it no e Y now hol t di al ghs b iv youhol t penn ou d he me, t hou he el es e d he y. Sh hol t penn t nkig i' te di e ds he y, hi n t h me. s Fiih. ns
Backr oom 'l I Alowanc M oney Ips or l e

+ Al l owance M on y in' difcul but i you don' execue i e s t fi t , f t t t s hl,i wi be paif l obvi s tats hig' up.Ther moot y t l l n ul y ou h omet n s e ar f h r poi s t r eare: getig t ni elono your e our aiy nt o eh s tn he ck t t gh,hol ng te coi pr l,pi i up te ni eland dich hi di h ns opery ckng h ck , t i t ni el Fr i ng he ck . act ce. + I t moneys thig s f he -wic n equenc s ems c u ig,r e e onfsn emembert s hi domi nant prn pl The di nev Iaves you h ici e: me er e r and. Is t t he ' penn and te ni elt do aIte movi y h ck hat Ih ng. # Th al e l owanc s enaro r s a mor quesi Sh d youadmi e c i aies al ton: oul t tata mech s i a ti ?Thatssi y. h anim s rck ' tck Speakn f mys f attade s , I hied as an ent ig or el, r hows ' r m er t n and a pr pectmagnet As I g as Idontmak f s aier os . on ' e ale cl msabou pr t,Idon'f inec s y t pr acewh Im ai t oducs t eelt es ar o ef at' doig wih 'hi i r I an 'hi i f s ' n t t s s ea ' d t s s ale. Af al wh I t te movis I te ctRober De Nio t l en go o h er , e , don' xpe t r t c ou ofc act an admih sact W h Ie a nov , o ome t har er d t e' i ng. en rad el
I ont x e t tp e Kigt ra s r metatt is as l d 'e p c Se h n n o e sue h is ut ty ' o

I i t es wher you/e obvi l ent t ni don' s n nsanc e r ousy erai ng, t ay an hi I mor r -ie isance t gh,Id t lt audi e yt ng. n e eal f n t s, hou ' el he l enc your usng a mechanim t mak a poi . /e i s o e nt

A Tr f maton M echani ansor i sm: The Cor at Buterl por e t fy

The St ene L who i con uli t a uii compan i i a meetn wi a ynn, s s tng o tlf y y, s n ig t h dozen manager,debatn r oure al i f each di sin. s ig es c l on or ocat vi o Durng a sal e i t t k he atr t atenton b puln a i t emat n he als, tacs t i y l g i
5b - ic s u eo p pe f hsic e p c e. -y5- h q ar f a r r i a k t o k t n om
z ay Is ow e yone s hi iti ngk'he as s.'tivol z M h ver omet ng nrgui ' k I n ves t s papers ap.Bu youkn what By t tme I fnih wih my hi cr t ow ? he i ' i s ed t m prs at t ss ap may bec t mos i t tbu i s doc e ent i hi cr on, ome he tmporan sne s umenti t company. Th curousman sgie hi te foor n he ' e i ' ager v m h l . zFrt's L z k c zis, ays ynn, we now ompani ar i bu i s t mak es e n sne s o e a pr i,and pr isar cal atd du i t fs yearsf qu oft oft e cul e rng he ical ' our ar t s'So s n he f dste paperit f t er. ' ayig, ol h no ourhs. z cond,i or t mak a pr i,c z se n der o e oft ompani ofen r or t es t es t o c t tig,ti ng maretn diti in,s os- tn rmmi cu k ig, srbut uppor,and qu iy i o t al ni f tat e 'W iheac s - ce named,L f dsbacka dif en c ner i i s. t h el v ' vi ynn ol fer t or oft paper maki i i o aneln ed di d. he , ng t nt o gat amon z r once c z d, Thi ompani have cu coss t t nkt el es t t, hey hi hems ves s p,cutnghar ti edge. As h del er t I L f dste paperi ' e i s he i ynn ol h v ne, n hal,t ni t di f ur ng he amond i o a t n r t e wihpoif en ,and nt hi ecangl t ny ds
u e it pa fl i at i f ges s s to lyul ab hs i r. y n
z e ar i t rali ofbusn s.Butonet n we z Thos e mporant e ies t ies hig s d ne f ge ...'hes si i hi f efngeri te ai t houl ver or t ays, tckng s or i n h ro emphasze te numberone,and wr n t paperar i h appig he ound i. t ' ' . . . i tator s h f ac ompan t trve,i mus s y o hi t t uppor i empl tt s oy ees Onl by doi t wilpr tvi s l Durn t sI tIn . y ng hat l oduci t oar' ig hi as ie, y L r ynn emoveshi f efngerfom te paper c i i z ngs t s or i r h , ausng t z s wi ' o s it viw.He ten gr t un sde oft paperbef nap no e h abs he deri he ween hi s t humb an mi efngerand u e a pi ng moton tatc est d ddl i s s nchi i h aus he wi t f brn n hi whi i ,paperbut f t Ie. ngs o l ap, igig s mscal t l oi ery f
(oni e ) c t d no

( nio d Co t e ) n
Th ot manager,atfrtun t nofwh tey wer wat e her s is cerai at h e ch i an how t r t ar no del ed.I f t tey deman t ng d o eac, e w i ght n ac, h d hat L t tem t but f f d,c et wih sor L n gl y ynn each h he t l ol ompl e t t y. yn adl ery oblges i . Hi mes age- tatempl s s h oyeesmus c frt no matert ec t ome is, t he onomi clmat i n r c i e- s ow epeat t ou ed hr ghoutte cor aton' hal h por i s l s and meetng r i ooms.
Behl t Stene nd he Th Cor at But fy f d wasceat by orgamiaritDeg F e por e terl ol r ed i ts ar r l an t sor you r i r .Con ul L Hodgesdevel eli d he t y , ead s eal s t ynn ant oped tatpaterdu i on ofhi as i h t rng e s sgnment ata muli lon- l s tbii dol l ar utly,and t har n e manager hewaspi ng I i.Ibrng it i he d-os d s t chi oved t i t sup i cas you ti f di paperbut fi i t genl a mec hi n e hnk ol ng terl s oo te es hanim t wor i t r word. s o k n he eal l T cr e te but f o eat h t l er y:
T e a s e pi ofpaper f d i down t mi e,and ak quar ece , ol t he ddl
u f d i(i r 1 .0) nol tFgue 8 1 .

F d i te sdesoft paperuntlt y meetatt per ol n h i he i he he pendi -
c lrce s rn igd wntec ne (iue 1 . 1.n ua ra e u nn o h e tr Fg r 8 1 ) I

es en you/ made te paperi o a s ofdoubl s ce, ve h nt et e door,wih te rgh doorhiged on i rghtsde,an s t h i t n t i i s d te If doorhi h et nged on isI tsde. t ef i F d down t f cor ss t t and bot en of ol he our ner o he op t om ds
y rp raeponyan tesd sar sr gh.(i r ou ape r it d h ie e t t Fgue ai 1 .2. 81)

F d t paperi hal,s t c nerf dsr ti i t ol he n f o he or ol es nsde he
b yo tep er(i r 1 1 . od f h ap Fgue 8.3)

T n te entr paperupsdedown,s iI sIk a rw boat ur h ie i o took ie o
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THE M ECHANI S SM
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ony c c pic ihl lFi. l, l l n h t cc ( g n r ue 1 . 5) r 81 .

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THE M ECHANI S SM
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I NDEX
Ba rJ e (ot uc uero lcni cl n )

why hesa s s ultad. ' ucce sf r e s how per or r f mer
1 11 50- 5
Be kr o r1 c J hn 7
Bec rLary 99 ker l Bee i ty 5 r ndusl Bel' lefe 51 l k lxr s
Clrt a iy bei cl t ough wrten ng ear hr it cet l 1 1 1 t air 5 - 54 e yone want t bel r1 1 ver s o ed. 5 lf i a ie s bouta i 1 ctonr 55 pi ur ast pl es 1 ct es em at r 50 quesi t hel clrf tons o p a iyr
Be z ir o yr 4 n asJ hnn 22
Body M et . aphor defnii of 41 i ton J exampls of e Hur tPus ng s hi Dem onsr i tatonr
44-45/47
i erwrnedl r43 nt t i egs poi i fnger 43 ntng i r s zi and.elasngr quee ng r e i

41 3 -4
sandi on achai,46 t ng r Botl wat i ty,4-5 ted er ndusr Changet M oment he doi s ng omet ng outoft hi he
nor r20 m
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em otona and pe s i i l . r onalzed

m es ages 1 18 s r 7ext em e s t i r iuat ons 20
pa tand.ut e quesi 1 s f ur tonsr 9 peopl wal ar e k ound i t r n hei pr ems 1 obl r 4 t rghtt ng t dor21 he i hi o s ng an ener i f ur 1 eei getc ut er 4 t ough l hr anguager1 7 4-1 usng fvor i ager 1 i a ed m yr 9 yourefecton peopl 13 f er
youri por ance 1 m t 8
fJs Cot n 11 t t a y, t Fit dolarbils ol 1 fy l l t y 99

52 r t ant 76 es aur s
For 3 ce, 7-38
F , efe . 1 ox J fr yl, 78
Fr bi ee es bol buid 119 d l sr buidi t vaue of 113 1 l ng he l J -1 5J
11 20 8-1
cr i oblgatonr11 eatng i i 7

I E ND X
ques i t as your e f tons o k sl a ,115 bout s l buid 11 ubte ls, 8 usng t ques i ,11 11 i he tons 6- 7 FrghtChalenge,2-3/6,201 i l G it fs appl ng t prnci es 129 yi he i pl , ' ' chat ' t 1 ch'ki 26 defnii of 1 i ton J 25 pe s lzi 128-1 r onai ngr 29 t or esofgitgi ngr1 w ul f vi 26 ' it and przess e G fs . i ecur
at ent on '92 t i
ls ng a c l s ui halenge,1 20 1 58/ J Tuts( t,Duppl/ 83 t c Q s l f, t
J c s n, iha l 1 1 a k o M c e, 0 J c s n,S mu lL. 1 1 ak o a e , 0 J ye Aye 1 5 1 6 a , , 2- 2

Kapl l 57 anrkobr Katel rM it 1 1 52 s as lonr 5 -1 Keep goi 1 ngr 49
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.
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1O4J106
Harar Bu i s Rc c 1 v sncs viw, 7 ' e who i l H s oudes wi , 92 t ns' H i concept 3 gh , -4 H odges Lynn,227-228 ,
M a c ma zi 1 gi ga ner 24 M a i rM axr1 lni 86-1 87 M et aphor r22-23/70 s M ittet l ccl onrkoberr43 t -44/46 M ical 37 s l Nloney,11 2-113 Nami t ngsmakest r al 2 ng hi hem e , N apol 11 1 eon 1, 75 b Ytt 'lls 1 1 kw l Jpc, 6 r ' i i es'4 N ghtngal ' ur e i wetts rs'4 N ss n -hit PaperM et aphor batl hi ana ogyr60 tes p l
cr e yourow n 58 eat -60
Hou n,e n- ge e,k bet di J a Eu n lo r,

1 75
.
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76-77
defnii of 54 i ton J exa pl of m es Buid H ol.M ove Pr s lv dr oces r

54-56

I E ND X
Pa e Mea hor(otuc p r tp cni c) n l

1w of1m ied it s 56-57 a i t cea r or zatona pyr m i.57 gani i l a dr t il tat af ur o lusr e eat er
55-56
bas on pu i per i ed blc ceptonr

160
basng i i mage on a postonr ii

164-165
t il tat apr s o lusr e oces r

54-56
i can besi pl 1 t m er 60 dif entpostonsf fer ii or dif enta enc r fer udi es
170-171
pr e appr oblm oachr59 s uton appr chr59 ol i oa Per crGeor r1 e ges OO ' f Pich '4 Perect t Perua on m odel 1 s si -2 Perua on N i 68 s si ner -70 Pl f m Pich ator t t audi he encer1 98 buidi m a sw ih a l ng s t chalenger201 l buidi m a sw ih a l ng s t mechanim r s
200-20 1
t Buic St 1 he lt epr 98
cr at ng pai 202-203 e i nr
dicoverng whatyour s i audi vaue 1 ence l s, 69 i a nuthel,1 n s l 68 sant t posii by,1 l so ton 66-1 68 t m coi by li and. er ned k es Tr ,1 out 60 why postoni wor ,1 ii ng ks 66 your el 1 s f 69 Pr sng w or s,81 oces i d Pr oof admitng a defci,1 ti i t 45 bes f ms of t or as ociton and s ai .
or zaton gani i
t dosand con'sofsi he .t t ldesr

206-207
member hi s psr
136- 137
expand and. r ctyour conta

pr ent i 2O6 es at on
hol sepr201 d t -204 i ve youraudi nvol encer2O6

m ove s epr205-206 t
cas sudi r1 e t es 4O cee i endorement r13 lbrhr s s 6 clentls s 134 i it r clentt tmonilr134-13 i esi as 6
expe t opi on 1 r ni 37 gua ant r70 1 r ees 42-1 43
oferng a s utonr203 f i ol i -204 Pc Or rf manc aSt ans cton, e .r a i

2OO
phot aphs 1 -1 ogr r 41 42

pr r85J1 ops 43-1 45/ 198-199
publc s ki 2O7 i pea ngr s lng yours utonr2O4 eli ol i t sr ur 198 he tuct er Polac Shepr57 l kr Postoni ii ng
r lr as whyr138 ea e on s cii t 139 pe fciyr s vey r s tr13 38 ur e uls 7-1 Pub 'l r120 - ki f

I E ND X
QuikPi h c t c
advant ge of 79 a s J body s encer78-79 . ent conver atonala s ptonr80 s i s um i conver atonalke r80-82 s i ys de ar tve f mat 67,71 cl a i or r defnii of 66 i ton J
gener i s a 71 atve t ge
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usi your s r ces ng e vi 179- 180
hypot ialeem ent i hetc l sn

ques i tons 82
lseni 80-81 it ng,
prc i ngt Quik Pth a tci he c ic

82J84-85
ques i ba ed f m a r ton- s or t
67-68/7 1
r sng e ows 72 aii yebr r r a e yourquesi 82 ephr s tonsr s ampl openi r71 e ngs s oresasm a eral 72 t i t i aszo-s econc com i t ng
at r i t actons 68
ma herobj i t ke ecton he ver r on f goi y eas or ng ahe 1 ad 79 ma t obj i i o an ke he ecton nt obj i 1 1 ectver 78- 78 pr endyou don' et t unde s and t rt he obj i 1 ectonr 78 r ert a ci who hadt ef o lent .he s me obj i 1 a ectonr 78 Stai f wa d Appr r ghtor r oachr
177
sr henyourpr ent i tengt es aton t f e t l r it o or s al ess ancer

181
hrng quesi t t pasr82 i tons o he t us f r66-67 es or ' he lealThi '94 T k ngr ' l sit ke sance aler e wa ofdea i t nat ys lng wihr1 t 80-1 1 8 G it- f M i set 1 1 f shit nd r 8 handi obj i as ng ectons
r eques s 1 t 76
leveai s cr sr38J51,226 k lng e et l chi di 212 13 ki ar r -2 l koger Car 81 sr l l ex ofpasres 126 kol ti , Sa pl m es cr i a s m pl 1 1 eatng a er 06- O7 defnii of 6 i ton J d. t j i t i e vi o he ob n he nt r ewr
104
obj i ar j topi ons ectons e us ni r

1 76
f i of 1 unctons O2 H uman Puppy Dog Cl er os

103 -104
Si. Approa de ches

I E ND X
Sa ls(ot uc mpe cni cl n )

i pr sng onl m esi ooker ,1 s O8 physca and tme lm is,107 i l .i i t postoni of 1 ii ng , O8 smul edbaby,1 i at O5 Sa ng awom an i hal wi n f
211 2 -21
i t Buic St 200-201 n he lt ep, buid yourow n,29-33 l connectng unr at tobj s i el ec ect
as pr ct c 33 a ie t cr at m as 1 o e e s 99
Schlt 69 iz ' ng he diemm aanew '8 Seei r l
Senfl. el 1 7 i edr ry 1 J
Sl ogan Pich t defnii of 91 i ton J dit t i sored magel 95 y exampl of es
m nem oni s i 93 c n
defnii of 6-7/22 i ton J durng t H ol St 2O3 i he d epr exa pl of m es AlowanceM one 223 l yr -227 Baanci a Coi O n a l ng n D ola Bil 1 lr lr 08-111
can' open e r 5 1 t yes can' wr t nam e 5 1 t ie
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13O- 132
r ii curngr92 epetton t i sgnat e lnes 93 i ur i r tade-how pr ent i r s es atonr

92
Cuti a Per on i H al tng s n f w ih lope 207-21 t k sr 2 The Cor at Buterl por e t fyr
227-232
' OWn t f ores' WC he act i J '

91 -92
wihi aconveratonr t n s i
94
Frs ibeer29-30 gr el ay ephanti D enmar n kr

25-27
pa alelcons r tonr95-96 r l tuc i sogan cha act itcs 92-93 l r ersi r Soci y' dem and f br hr et s or evi r
90-9 1
The l ovabl Fi r mm e nger

155-158
The l pos bl Obj r m si e ect

61 -65
Speli Aa onr4 lngr r St rDa dr1 ahl vi. 27 Theati lPeruason M odel 2 rca s i , Tif 126 fany, Tr . Show ade etquetevi atonr79 i t ol i
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kni r31 ves -32 The Li and H eaor ght . ' Per sonr1 -1 71 75 The M aga neTe t 34-3 zi sr 9 The M i atng Pepper gr i r
193 96 -1
M isi t Obvi r s ng he ous

96- 1 00
Tr f maton M ec s s ans or i hanim
The Needl Thr e ough Bal loonr1 45-1 49

I E ND X 23 9
Pr ctng Fi s 73 edi i nger , -77 The Pr s e Poi Leg es ur nt Loc 47-52 k The leappearng M at k i chr
1 1 82- 85
j of 39 ob J maki t s f t 24-25 ng he hit oJ pr te of 40 operis Twai M a kr150 nr r

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Joel Bauer-Mark Levy - How To Persuade People Who Don't Want To Be Persuaded by Luis Vallester

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Joel Bauer-Mark Levy - How To Persuade People Who Don't Want To Be Persuaded by Luis Vallester

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Luis Vallester Psicologa

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Luis Vallester Psicologa