Book Titles

Once we put on our analytical hat, we react to emotional appeals differently. We hinder our ability to feel.

When people think analytically, they’re less likely to think emotionally.

People tend to overuse any idea or concept that delivers an emotional kick.

The most basic way to make people care is to form an association between something they don’t yet care about and something they do care about.

…companies often emphasize features when they should be emphasizing benefits.

Shop talk conveys important clues about how to respond to the world.

…studies suggest that there’s no such thing as a passive audience.

Simulating past events is much more helpful than simulating future outcomes.

It turns out that a positive mental attitude isn’t quite enough to get the job done.

Aristotle believed there were four primary dramatic plots: Simple Tragic, Simple Fortunate, Complex Tragic, and Complex Fortunate.