Similarity—the genuine, not the manufactured, variety—is a key form of human connection.

When something bad occurs, ask yourself three questions—and come up with an intelligent way to answer each one “no”:

1. Is this permanent?

…

2. Is this pervasive?

…

3. Is this personal?

If you’re sending information to your fellow Beeston citizens, your subject line pitch could be: 3 reasons why Beeston families support a new bridge.

Every circumstance in which we try to move others by definition involves another human being. Yet in the name of professionalism, we often neglect the human element and adopt a stance that’s abstract and distant. Instead, we should recalibrate our approach so that it’s concrete and personal—and not for softhearted reasons but for hardheaded ones.

But the successful seller must feel some commitment that his product offers mankind as much altruistic benefit as it yields the seller in money.