Part 3: Principle 10
“An Appeal that Everybody Likes”: there are two reasons for people doing something; one that sounds good and a real one. Always assume that the person is honest, truthful and willing to discharge their obligations (bill paying).

Principle 10: Appeal to the nobler motives.

Part 3: Principle 9
“What Everybody Wants”: sympathy is crucial to wining people’s approval. Turn criticism directed at you into overwhelming sympathy for the person levying the attack. The attacker will then have no choice but sympathize with you after maintaining such poise.

Principle 9: Be sympathetic with other person’s ideas and desire.

Part 3: Principle 8
“A Formula That Will Work Wonders for You”: try to understand an opinion that seems wrong; only wise, tolerant and exceptional people can to that. Put yourself in their perspective. You should prefer to walk the sidewalk in front of a person’s office for two hours before an interview than step into that office without a perfectly clear idea of what you are going to say and what the person- from your knowledge of his or her interests and motives- was likely to answer.

Principle 8: Try honestly to see things from the other person’s point of view.