When reading Chapter 8 it talks about Aristotle combining selfessness and likability . Act as the choice you advocate hurts you peronally . Some examples are , ''The company probably won't give me credit for this idea , boss but im still willing to put in hours to make it work . Its just too good to ignore . Also ''Look , kid I hate brussels sprouts , too . But I've learned to eat them because they make me smart . These examples were sited on page 92 . The key is to make your audience feel as if you dont have any tricks up your sleeve to convice them to follow you . To simply understand you .