In 1936 a relatively unknown teacher and speaker was delivering a class on becoming more effective in communicating. It just so happened that an executive from a large publisher was in his class. That executive was employed by Simon and Schuster and recognized a message that would resonate to millions of people....30 million to be exact. That book is "How to Win Friends and Influence People" by Dale Carnegie.

While there is little to no evidence that Mr. Carnegie was a behavioral science engineer, there is no doubt that he understood the predictable behavioral responses