Highlighting spectrum extremes helps us get other people’s attention.

When we say,

“This is the prettiest house ever.”

“This is the wettest month ever.”

“This is the best email ever.”

we are really saying:

“No other house is as important as this house.”

“No other month is as important as this month.”

“No other email is as important as this email.”

This statement — while it may be true for you — doesn’t tell anyone else why you feel this way.

Worse yet, your statement is most likely a lie…

There is a prettier house. There is a wetter month. And there is a better email.

The magic is in finding the union between your truth and their truth. There is no inherent reality.

We build the Universe together — with our words and our beliefs.

It’s possible to change people’s beliefs.

But you need a foot in the door first.

Use the best foot ever.