Practical Gambit—Diminished Value of Services
Law #11: Fear of Loss Is Greater Than the Promise of Gain
Practical Gambit—Walk-Away Power
Law #12: The Law of Reciprocity
Practical Gambit—Trade-Off Principle and Unfair Trading
Law #13: Exploit Prizes and the
Competitive Nature of Humanity
Practical Gambit—The Crunch—You’ll Have to Do Better Than That!
Law #14: Humans Assume That Everything
Practical Gambit: Power of the Written Word
Law #15: Create Value Through Loss
Practical Gambit: The Withdrawn Offer
Law #16: Make Them Feel Like They Won
Practical Gambit: Positioning For Easy Acceptance
Law #17: He Who Writes The Rules Wins The Game
Practical Gambit: Always Be The One To Write The Contract
Law 18: The Caveman Principle—Humans Are Inherently Lazy
Practical Gambit: The Done-for-You Technique
Law 19: Humans Turn Nonsense into
Meaning and Meaning into Nonsense
Law 20: Create Clutter and Let Them Sort It Out
Law 21: Emotion Will Always Overpower Logic
Practical Gambit: Put Them in the Driver’s Seat
Law 22: Big Lies Are More Believable Than Small Lies
Practical Gambit: Open with an Extreme Position, Ask For The Moon
Law 23: Need and Power Have an Inverse Relationship
Practical Gambit: The Apathetic Buyer
Law 24: Even Barbarians Think They Are Reasonable
Practical Gambit: The Low and Flexible Offer
Law 25: There Is No Such Thing as Equal—Only Different
Practical Gambit: Splitting the Difference
Law #26: We Don’t Know Our Own Minds and
Practical Gambit: Stick To The Main Issues
Law #27: See The Forest from the Trees