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Optimal persuasion is achieved through optimal pre-suasion: arranging for people to agree with a message before they know what's in it.
Pre-suasion is about establishing your credibility and relationship. And you can do that by building trust, showing vulnerability and learning to make fun of yourself.
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Showing vulnerability can, paradoxically, strengthen your argument.
You can do this by admitting missteps, but you can also strive to come across as more human and believable by making fun of yourself.
When it comes to persuading people, the trust often matters more than the content of your ideas, and you get people to trust you by demonstrating that you're all on the same team.
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If you work from a loss, it's much harder to get back to where you started, not to mention earn gains.
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Each of us, through experience or study, has built up useful knowledge on certain areas of the world. Some areas are understood by most of us, while some areas require a lot more specialty to evaluate.
It is important to honestly define what we know and stick to those areas.
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Buffett follows the Benjamin Graham school of value investing, which are :
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