To Sell Is Human: The Surprising Truth About Moving Others (28 page)

13.
Fredrickson and Losada, “Positive Affect.”

14.
Ibid., 685.

15.
Fredrickson,
Positivity
, 137.

16.
Martin E. P. Seligman and Peter Schulman, “Explanatory Style as a Predictor of Productivity and Quitting Among Life Insurance Sales Agents,”
Journal of Personality and Social Psychology
50, no. 4 (April 1986): 832–38.

17.
Martin E. P. Seligman,
Learned Optimism: How to Change Your Mind and Your Life
(New York: Vintage Books, 2006), 7, 8.

18.
Seligman and Schulman, “Explanatory Style,” 834–35.

19.
Ibid., 835.

20.
Seligman,
Learned Optimism,
292.

CHAPTER 6. CLARITY

1.
Alicia H. Munnell, Anthony Webb, Luke Delorme, and Francesca Golub-Saas, “National Retirement Risk Index: How Much Longer Do We Need to Work?” Center for Retirement Research Report, no. 12-12 (June 2012); Teresa Ghilarducci, “Our Ridiculous Approach to Retirement,”
New York Times,
July 21, 2012.

2.
See, for instance, Shane Frederick, Nathan Novemsky, Jing Wang, Ravi Rhar, and Stephen Nowlis, “Opportunity Cost Neglect,”
Journal of Consumer Research
36 (2009): 553–61.

3.
Hal E. Hershfield, Daniel G. Goldstein, William F. Sharpe, Jesse Fox, Leo Yeykelis, Laura L. Carstensen, and Jeremy N. Bailenson, “Increasing Saving Behavior Through Age-Processed Renderings of the Future Self,”
Journal of Marketing Research
48 (2011): S23–S37.

4.
Hershfield et al., “Increasing Saving Behavior.”

5.
Ibid., citing Hal Erner-Hershfield, M. Tess Garton, Kacey Ballard, Gregory R. Samanez-Larken, and Brian Knutson, “Don’t Stop Thinking About Tomorrow: Individual Differences in Future-Self Continuity Account for Saving,”
Judgment and Decision Making
4 (2009): 280–86.

6.
Hershfield et al., “Increasing Saving Behavior.”

7.
Jacob Getzels and Mihaly Csikszentmihalyi,
The Creative Vision: A Longitudinal Study of Problem Finding in Art
(New York: Wiley, 1976); Mihaly Csikszentmihalyi and Jacob Getzels, “Creativity and Problem Finding,” in Frank H. Farley and Ronald W. Neperud, eds.,
The Foundations of Aesthetics, Art, and Art Education
 (New York: Praeger, 1988). The quotation itself appears in Mihaly Csikszentmihalyi,
Flow: The Psychology of Optimal Experience
(New York: Harper Perennial, 1981), 277.

8.
J. W. Getzels, “Problem Finding: A Theoretical Note,”
Cognitive Science
3 (1979): 167–72.

9.
See, for example, Herbert A. Simon, “Creativity and Motivation: A Response to Csikszentmihalyi,”
New Ideas in Psychology
6 (1989): 177–81; Stéphanie Z. Dudek and Rémi Cote, “Problem Finding Revisited,” in Mark A. Runco, ed.,
Problem Finding, Problem Solving, and Creativity
(Norwood, NJ: Ablex, 1994).

10.
The Conference Board,
Ready to Innovate: Are Educators and Executives Aligned on the Creative Readiness of the U.S. Workforce?
Research Report R-1424-08-RR (October 2008), available at http://www.artsusa.org/pdf/information_services/research/policy_roundtable/readytoinnovatefull.pdf.

11.
Robert B. Cialdini,
Influence: Science and Practice,
5th ed. (Boston: Allyn & Bacon, 2009), 12–16.

12.
For a good introduction, see Daniel Kahneman and Amos Tversky, “The Framing of Decisions and the Psychology of Choice,”
Science
211 (1981): 453–58; Daniel Kahneman and Amos Tversky, “Rational Choice and the Framing of Decisions,” in Robin M. Hogarth and Melvin W. Reder, eds.,
Rational Choice: The Contrast Between Economics and Psychology
(Chicago: University of Chicago Press, 1987); Erving Goffman,
Frame Analysis: An Essay on the Organization of Experience
(Cambridge MA: Harvard University Press, 1974).

13.
Sheena S. Iyengar and Mark R. Lepper, “When Choice Is Demotivating: Can One Desire Too Much of a Good Thing?”
Journal of Personality and Social Psychology
79 (2000): 995–1006.

14.
Aaron R. Brough and Alexander Chernev, “When Opposites Detract: Categorical Reasoning and Subtractive Valuations of Product Combinations,”
Journal of Consumer Research
39 (August 2012): 1–16, 13.

15.
Leaf Van Boven and Thomas Gilovich, “To Do or to Have? That Is the Question,”
Journal of Personality and Social Psychology
85 (2003): 1193–1202, 1194.

16.
Ibid.

17.
Varda Liberman, Steven M. Samuels, and Lee Ross, “The Name of the Game: Predictive Power of Reputations Versus Situational Labels in Determining Prisoner’s Dilemma Game Moves,”
Personality and Social Psychology Bulletin
30 (September 2004): 1175–85.

18.
Danit Ein-Gar, Baba Shiv, and Zakary L. Tormala, “When Blemishing Leads to Blossoming: The Positive Effect of Negative Information,”
Journal of Consumer Research
38 (2012): 846–59.

19.
Zakary Tormala, Jayson Jia, and Michael Norton, “The Preference for Potential,”
Journal of Personality and Social Psychology
103 (October 2012): 567–83.

20.
This explanation is based on an account in Lee Ross and Richard E. Nisbett,
The Person and the Situation
(London: Pinter & Martin, 2011), 132–33.

CHAPTER 7. PITCH

1.
For accounts of Otis and his invention, see Spencer Klaw, “All Safe, Gentlemen, All Safe!”
American Heritage
29, no. 5 (August–September 1978); PBS Online, “Who Made America?” available at http://www.pbs.org/wgbh/theymadeamerica/whomade/otis_hi.html; Otis Worldwide, “About Elevators,” available at http://www.otisworldwide.com/pdf/AboutElevators.pdf.

2.
Kimberly D. Elsbach and Roderick M. Kramer, “Assessing Creativity in Hollywood Pitch Meetings: Evidence for a Dual-Process Model of Creativity Judgments,”
Academy of Management Journal
46, no. 3 (June 2003): 283–301.

3.
Ibid., 294.

4.
Kimberly D. Elsbach, “How to Pitch a Brilliant Idea,”
Harvard Business Review
81, no. 9 (September 2003): 117–23.

5.
Elsbach and Kramer, “Assessing Creativity in Hollywood Pitch Meetings,” 296.

6.
“Wordy Goods,”
Economist
, August 22, 2012, available at http://www.economist.com/blogs/graphicdetail/2012/08/daily-chart-5.

7.
Maurice Saatchi, “The Strange Death of Modern Advertising,”
Financial Times
, June 22, 2006.

8.
Ibid.

9.
Robert E. Burnkrant and Daniel J. Howard, “Effects of the Use of Introductory Rhetorical Questions Versus Statements on Information Processing,”
Journal of Personality and Social Psychology
47, no. 6 (December 1984): 1218–30. For somewhat similar findings, see Richard E. Petty, John T. Cacioppo, and Martin Heesacker, “Effects of Rhetorical Questions on Persuasion: A Cognitive Response Analysis,”
Journal of Personality and Social Psychology
40, no. 3 (March 1981): 432–40. For the role played by the asker, see Rohini Ahluwalia and Robert E. Burnkrant, “Answering Questions About Questions: A Persuasion Knowledge Perspective for Understanding the Effects of Rhetorical Questions,”
Journal of Consumer Research
31 (June 2004): 26–42.

10.
Burnkrant and Howard, “Effects of the Use of Introductory Rhetorical Questions,” 1224.

11.
“CNN Poll: Are You Better Off Than Four Years Ago?” CNN.com, September 13, 2012, available at http://bit.ly/OKlUAy.

12.
Matthew S. McGlone and Jessica Tofighbakhsh, “Birds of a Feather Flock Conjointly (?): Rhyme as Reason in Aphorisms,”
Psychological Science
11, no. 5 (September 2000): 424–28.

13.
Ibid.

14.
Nicolas Ducheneaut and Victoria Bellotti, “E-mail as Habitat: An Exploration of Embedded Personal Information Management,”
ACM Interactions
8, no. 5 (September–October 2001): 30–38.

15.
Jaclyn Wainer, Laura Dabbish, and Robert Kraut, “Should I Open This Email? Inbox-Level Cues, Curiosity, and Attention to Email,” Proceedings of the 2011. Annual Conference on Human Factors in Computing Systems, May 7–12, 2011, Vancouver, British Columbia, available at http://kraut.hciresearch.org/sites/kraut.hciresearch.org/files/articles/Dabbish11-EmailCuriosity.pdf.

16.
Once again, the landmark work of Edward Deci and Richard Ryan is instructive. For an overview of their research, see their publications (http://selfdeterminationtheory.org/browse-publications) or my own, Daniel H. Pink,
Drive: The Surprising Truth About What Motivates Us
(New York: Riverhead Books, 2009).

17.
Brian Clark, “The Three Key Elements of Irresistible Email Subject Lines,”
Copyblogger
, August 26, 2010, available at http://www.copyblogger.com/email-subject-lines/.

18.
Melissa Korn, “Tweets, Plays Well w/Others: A Perfect M.B.A. Candidate,”
Wall Street Journal
, September 1, 2011; Ian Wylie, “Learning the Game of Social Media,”
Financial Times
, September 5, 2011.

19.
Sarah Perez, “Twitpitch: The Elevator Pitch Hits Twitter,”
ReadWriteWeb
, April 18, 2008, available at http://www.readwriteweb.com/archives/twitpitch_the_elevator_pitch_hits_twitter.php.

20.
Paul André, Michael S. Bernstein, and Kurt Luther, “Who Gives a Tweet?: Evaluating Microblog Content Value,” paper presented at the 2012 ACM Conference on Computer Supported Co-operative Work, February 11–15, 2012, Seattle, Washington, available at http://www.cs.cmu.edu/~pandre/pubs/whogivesatweet-cscw2012.pdf.

21.
Ibid. I’ve excluded the category “Conversation,” in which tweeters make public their communication with others, because this category is less relevant to pitching.

22.
André, Bernstein, and Luther, “Who Gives a Tweet?” See Figure 1 and Table 1.

23.
“Pixar Movies at the Box Office,” Box Office Mojo, available at http://boxofficemojo.com/franchises/chart/?id=pixar.htm.

24.
“Pixar Story Rules (One Version),”
Pixar Touch Blog
, May 15, 2011, available at http://www.pixartouchbook.com/blog/2011/5/15/pixar-story-rules-one-version.html.

25.
See, for instance, Jonathan Gottschall,
The Storytelling Animal: How Stories Make Us Human
(New York: Houghton Mifflin Harcourt, 2012), and Peter Guber,
Tell to Win: Connect, Persuade, and Triumph with the Hidden Power of Story
(New York: Crown Business, 2011).

CHAPTER 8. IMPROVISE

1.
Walter A. Friedman, “John H. Patterson and the Sales Strategy of the National Cash Register Company, 1884 to 1922,”
Business History Review
72, no. 4 (Winter 1998): 552–84. If you’re interested in the early evolution of sales in America, read Friedman’s gem of a book, Walter A. Friedman,
Birth of a Salesman: The Transformation of Selling in America
(Cambridge, MA: Harvard University Press, 2004).

2.
Walter A. Friedman, “John H. Patterson and the Sales Strategy of the National Cash Register Company, 1884 to 1922,”
Harvard Business School Working Knowledge
, November 2, 1999, available at http://hbswk.hbs.edu/item/1143.html.