A perceived gift, even a small one, creates a social obligation that can influence negotiations and outcomes.

2:58and I wanted to implement what he what he he talked about. And he has this rule called the rule of reciprocity, which basically just says uh let's say that uh neighbor one goes to neighbor two. Let's say I go to Sean and I say, "Hey, can I borrow a cup of sugar?" And you say, "Yeah, I got you." The next day, if you come to me and say, "Hey, can I borrow

3:16your car for the day?" Even though even though those two asks aren't even remotely equal, I because of the rule of reciprocity am very likely to lend you my car because the rule of reciprocity states that if you do something nice for someone, they are they have a high chance of doing something nice in exchange to you, even if the they aren't equal. And uh that's like how society is

3:37built, one could say, is like based off the role of reciprocity. So, when I was a kid, I was uh 24 years old, there was a motorcycle for sale, I think, for $1,800 and I went to buy it and I took photos and documented all of this as I went. And I was like, "Hey, uh you have the motorcycle for $18 $1,800. Let me see it. Let me check it out. Awesome.

3:55Oh, by the way, I'm really sorry I'm late. I I just I wanted to stop and get a Coke cuz it was kind of hot outside. I got one for you if you want one. Do you want one?" And he goes, "Yeah, sure. Thanks." Um and then uh I start talking to him and I'm like, "Look, I love this motorcycle, but like I'm a young guy. I

4:08don't have a lot of money. I know you're asking for 18. [snorts] Could could you do 14? And he goes, you know, if you brought me the Coke, you seem like a nice kid. Yeah, I guess I can do that. And so, like, there's a blog post where I took photos of myself like when he was when he was like turned around like signing the paperwork. I like took the

4:26took the photo. But anyway, the rule of reciprocity is pretty amazing. So, let me tell you a funny follow-up story to that. I remember you telling the story about the Diet Coke and the negotiation and how you always bring two Diet Cokes to a negotiation. Correct. You've told me this before like 10 years ago. >> Yeah. I try to bring a gift. Yeah. I try to bring something.

4:43>> Well, I took it as Diet Coke. So, here's what happened. I uh recently I was coaching this high school basketball team as you know. And anytime I'm doing a project, I want to try to make it as interesting, as cool as possible. And what I do sometimes is I do things that are maybe like not the default way of doing things. So, I was trying to create

5:01content for the team so that the team would have like really cool like media going with it. And so, the principal and the ad did not like it. >> Are you talking about the the post that you made about your doing being a coach? >> Oh, being a coach. Yeah. And how we were going to try to have this take this underdog team and try to get them to be