Winners know what makes people tick by effectively tapping into our fears and aspirations. By listening very carefully and then repeating almost word-for-word exactly what they've heard, winners know how to articulate compelling needs—and products to satisfy those needs—that people didn't even know they wanted.

Win: The Key Principles to Take Your Business from Ordinary to Extraordinary (ed. Hachette Books, 2011) - ISBN: 9781401396541