Part 1: Principle 3
“He Who Can Do This Has the Whole World With Him. He Who Cannot Walks a Lonely Way”: We should argue for what the customer or people want. Even if you win an argument the pride of your opponent will not allow them to acquiesce. The best way to help people is to understand where their perspective resides. Prioritize what the customer achieves with your support.

Principle 3: Arouse in the other person an eager want.