Influence in itself is nothing more than exertion of power to change the mindset and behavior of others. It is the power of persuasion, plain and simple. And in order to be better at influencing people, you need to be able to understand what makes people tick in the first place. If you are to influence the way people think, it is important that you have some kind of leverage and and understanding of their motivation is certainly one kind of leverage. But there is a very basic problem with that assumption; you won't get to know everyone you ever come across. There is a certain amount of time that is taken in understanding people's likes and dislikes and sometimes it's a luxury we can't afford.
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