The Edge, by Michael Heppell

Being referable

1. Do what you say you are going to do.
2. Do things on time.
3. Always say "please" and "thank you".

You get what you wish for

• Focus on being happy and you're more likely to feel happy.
• Focus on being sad and you're guaranteed to achieve sadness.
• Focus on what you want and you're more likely to get it.
• Focus on what you don't want and you may get that too.

How to delegate

Presentation pointers

• Try not to use Powerpoint; challenge yourself to try something new;
• Flash cards
• One or two props
• Flip chart (use big, fat, bold markers)
• Video
• Three is the magic number
• Everyone in the audience should feel like they had eye contact with you at least once during your presentation
• Use a metaphor/analogy

Embedded Commands

• Weasel phrases e.g. 
• "imagine how good it'll feel if..."
• "when you..."
• "what would it be like if you..."
• "if you were to..."
• "how surprised would you be if..."
• "have you ever..."
• "are you curious to know if..."
• "are you aware that..."
• If you tell your audience "Don't think about (Object A).", they will think about Object A. 
• Psychological hints e.g. stand on the right when saying about the positive advantages, stand on the right when saying about the negative disadvantages. The audience will then associate the right with "positive" and left with "negative".

Quality differentiation

1. Longevity/durability
2. Comfort
3. Aspiration/Status
4. Value for money
5. Convenience