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Yes, there are rules – Axioms – about how people buy when they are not buying for themselves but for large organizations. Guided by the axioms in this book, you will learn how to finesse fools,  trump competitors, and subtly appeal to self-interest. You will discover why your audience may be missing your message, why your unique solution is not enough to carry the day, and why following the Golden Rule often backfires. And you will learn that great results, trust, and being liked drive more business than technical, clever talk, and advertising, combined. 

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different rules

"Here we play by slightly different rules."