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If you get to it too quickly, you have not laid groundwork needed for your solution to be readily accepted. If you get to it too late, you may frustrate your audience. There is a sweet spot in the sequence for this, and we’re confident from experience with literally thousands of presentations that this is it: fifth.

No B.S. Guide to Powerful Presentations

Dan S. Kennedy, Dustin Mathews

My patients with gambling addiction have told me that while playing, a part of them wants to lose. The more they lose, the stronger the urge to continue gambling, and the stronger the rush when they win—a phenomenon described as “loss chasing.”

Dopamine Nation

Anna Lembke

Each principle is examined as to its ability to produce a distinct kind of automatic, mindless compliance from people: a willingness to say yes without thinking first.

Influence, New and Expanded

Robert B. Cialdini

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