Every instruction we give, every course of action we set, every result we desire, starts with the same thing: a decision. (Location 231)

Note: Decision

There are only two ways to influence human behavior: you can manipulate it or you can inspire it. (Location 246)

Note: Influence Human behaviour

When fear is employed, facts are incidental. Deeply seated in our biological drive to survive, that emotion cannot be quickly wiped away with facts and figures. This is how terrorism works. It’s not the statistical probability that one could get hurt by a terrorist, but it’s the fear that it might happen that cripples a population. (Location 311)

Note: Fear

aspirational messages are most effective with those who lack discipline or have a nagging fear or insecurity that they don’t have the ability to achieve their dreams on their own (which, at various times for various reasons, is everyone). (Location 333)

Note: Aspirational messages

The peer pressure works because we believe that the majority or the experts might know more than we do. Peer pressure works not because the majority or the experts are always right, but because we fear that we may be wrong. (Location 355)

Note: Peer pressure

What companies cleverly disguise as “innovation” is in fact novelty. (Location 404)

Note: Novelty

Leadership requires people to stick with you through thick and thin. Leadership is the ability to rally people not for a single event, but for years. In business, leadership means that customers will continue to support your company even when you slip up. (Location 421)

Note: Leadership