Law #3: Displaced Authority Is Real Authority
Practical Gambit—Displace Authority
Law #4: Have the Easy Conversations First and
Practical Gambit: Breaking an Impasse—The “Set-Aside Technique”
Law #5: Create The Illusion Of Fairness
Practical Gambit—Solving A Deadlock—The Neutral Third Party
Law #6: Create Dual Personalities for Contrast
Practical Gambit—Good Cop–Bad Cop
Law 7: Nothing Easy Is Good And
Nothing Good Is Easy—Play Hard To Get
Practical Gambit—Never Take The First Offer
Law 8: Be Like Them—We Like People Who Are Like Us
Practical Gambit—Always Agree “Feel, Felt, Found”
Law #9: Humans Seek To Take Advantage Of
Other Humans But Want To Avoid Being Taken Advantage Of
Practical Gambit—Dumb Is Smart and Smart Is Dumb
Law #10: Why Buy the Cow if You Are
Practical Gambit—Diminished Value of Services
Law #11: Fear of Loss Is Greater Than the Promise of Gain
Practical Gambit—Walk-Away Power
Law #12: The Law of Reciprocity
Practical Gambit—Trade-Off Principle and Unfair Trading
Law #13: Exploit Prizes and the
Competitive Nature of Humanity
Practical Gambit—The Crunch—You’ll Have to Do Better Than That!
Law #14: Humans Assume That Everything
Practical Gambit: Power of the Written Word
Law #15: Create Value Through Loss
Practical Gambit: The Withdrawn Offer
Law #16: Make Them Feel Like They Won
Practical Gambit: Positioning For Easy Acceptance
