Article PDF: 8.5 Leveraging Emotions

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Eight rules describing how we use emotion to obtain rewards.

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This article explains how we use emotion to maximize our rewards. According to Sun Tzu, only emotional energy spurs action. To win rewards, we require action from our supporters. This means that we must trigger emotions in supporters without inflaming the emotions of our opponents. The problem is our own emotions. Uncontrolled, they can either amplify or dampen the emotions of others. Most of us don't think of our emotions as tools to be used. These uncontrolled emotions are as likely to inflame the emotions of our opponents while discouraging the emotions of our supporters. The failure to get rewarded is more as often the fault of misusing the levers of emotion.