People generally believe their impressions and act on their desires. So here’s how to get ahead: Feed the impressions and desires to which people identify with self-enhancing value components. You do that with Aesthetics (sensory pleasure and stimulation), Control (power, progress), and Identity (narrative, values). Do this and your audience’s self-worth and happiness go up, and they continue to talk about you, buy from you, and become advocates for you.
Listen to this excerpt from Tom Asacker’s session of ExecuNet Master Class to him him talk about the concept.
Here’s the link to Tom’s TedTalk that he mentions in the excerpt.
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