Carnegie famously argues that the only way to get anyone to do anything is to make them want to do it. He highlights the "desire to be important" as a primary human longing.
Dale Carnegie Original Publication: 1936 Core Premise: Success in life is 15% professional knowledge and 85% the ability to express ideas, assume leadership, and arouse enthusiasm in others. You can change your life by changing your attitude toward people. how to win friends and influence people 1936 edition