Evidence: I cannot deny what I see with my own eyes.

Exchange: if I do something for you, then you are obliged to do something for me.

Experience: I cannot deny what I experience for myself.

Fragmentation: Break up the problem into agreeable parts.

Framing: Meaning depends on context. So control the context.

Harmony: Go with the flow to build trust and create subtle shifts.

Hurt and Rescue: Make them uncomfortable then throw them a rope.

Interest: If I am interested then I will pay attention.

Interruption: Break the flow.

Investment: If I have invested in something, I do not want to waste that investment.

Involvement: Action leads to commitment.

Logic: What makes sense must be true.

Objectivity: Standing back decreases emotion and increases logic.

Obligation: Creating a duty that must be discharged.

Ownership: I am committed to that which I own.

Passion: Enthusiasm is catching.

Peer Pressure: We do what we think others want us to do.

Perception: Perception is reality. So manage it.

Persistence: In all things, persistence pays.

Pleading: Asking with attitude.

Positivity: Use positive methods.