Influence doesn't work the way you think
- There are 2 internal systems governing our thinking and behavior. The first is fast, unconscious, emotional, and instinctive; these are your gut reactions. The second is slow, conscious, effortful, and seemingly rational; these are your deliberate decisions.
- Because the unconscious mind is fast, it is the first responder. The conscious mind, being slow, is the second-guesser.
- We tend to overestimate the conscious system because it’s the only one we can experience, but the unconscious mind is far more powerful. Being influential requires us to focus first and foremost on people’s gut reactions.
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