Join my private FB group The people who change the world are the people who know how to manipulate emotions. That's not a value statement. It's a statement of fact. All humans make decisions emotionally, then justify them rationally. If you want to change WHAT people think, you must first understand HOW they think. Take the Minnesota riots, for example. That type of mass movement never starts from the ground up, because most people are followers. They're operating according to their conditioning. Someone told them that they're oppressed, and then convinced them that the best way to handle it is by burning down their neighborhood. It's an irrational, emotional response to a perceived problem. The problem may or may not be real. In either case, their response is a product of emotional programming. So the takeaway here is twofold. First, who is programming your emotions?  And second, are you communicating effectively to your target audience? It doesn't matter if it's family, friends, customers, voters, or readers. And the same principles apply whether you're trying to convince your wife to go to your favorite restaurant for dinner, or seeking to persuade your local city council on the merits of a specific policy, or focused on bringing a new product to market. If you're communicating, you're selling. The most powerful people in the world know how to sell. It's time for everyone else to catch up. This episode is brought to you by our sponsor: Allform