Notice there is no "Step 4: Force." Intimidation skips steps 1 and 2. The art of persuasion does the hidden work first.
– People buy emotionally first, then justify logically. Show value in a compelling way.
Throughout the book, Burg emphasizes the importance of:
In his classic work The Art of Persuasion: Winning Without Intimidation
A positive force that encourages cooperation, respects the other party's self-esteem, and seeks a mutually beneficial result .