Part 3: Principle 12
“When Nothing Else Works, Try This”: all people have fears, but the brave put down their fears and go forward, sometime to death, but always to victory. Overcome your fears. Have the desire to excel.

Principle 12: Throw down a challenge.

Part 3: Principle 11
“The Movies Do It. TV Does It. Why Don’t You Do It?”: This is the age of dramatization; merely stating a truth isn’t enough. Act out your ideas in an explicit way.

Principle 11: Dramatize Your Ideas.

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.