Sometimes, abandoning logic is the most logical decision.

That’s the (somewhat controversial) premise of this week’s Must-Read book, Never Split the Difference by Chris Voss. While it’s tempting to think that fact-based, rational reasons are the most persuasive, the reality of business says otherwise. 

In other words, appeals to emotion are more effective than appeals to reason.

In business, this principle works for everything from your marketing copy to your sales pitches to your negotiations with potential partners. According to Voss — a former hostage negotiator — logical arguments are vastly over-valued. 

This flies in the face of a lot of business advice, and of common sense. But sometimes, it’s the uncommon advice that really works.

Today, we’ll discuss some of the key takeaways of Never Split the Difference, and how it can help you cultivate the skill of emotion-based persuasion. We are not rational animals — and the entrepreneurs who recognize this have the advantage. Click Play!

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Never Split the Difference by Chris Voss