Everyone you meet has an invisible set of headphones on and they're tuned into the same radio station - WIIFM*.
*What's In It For Me?
Even if they are charity donors.
I was once dining with a famous psychologist (so phamous I can't remember his name) and asked him if there was any evidence in the scientific literature that altruism exists. He said "No".
All behaviour that appears to be altruistic is rewarding the ego rather than denying it.
No one cares about your brand or your product unless they do something for them.
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