The rule of reciprocity — doing a small favor creates a high likelihood the favor is returned even if unequal — is a powerful, though fallible, social and sales tool.

4:04and then uh as I start talking to him and I'm like, "Look, I love this motorcycle, but like I'm a young guy. I don't have a lot of money. I know you're asking for 18. >> [snorts] >> Could Could you do 14?" And he goes, "You know, 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

4:19post where I took photos of myself like when he was when he was like turned around like signing the paperwork, I like took the took 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?

4:39You've told me this before like 10 years ago, right? >> to bring a gift. Yeah, I try to bring something. >> Well, I took it as Diet Coke. So, here's what happened. I uh recently uh 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

4:57I do things that are maybe like not the default way of doing things. So, I was trying to create content 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? >> Of being a coach, yeah. And how we were

5:16going to try to have this take this underdog team and try to get them to be state champions. And I was going to we're going to record the vlog along the way. So, post the vlog, it gets 20,000 views in the first 24 hours. But one of those views was the principal or the AD. They call me, they're like, "Hey, you need to take this down." So, we say, "Okay,

5:32we'll take it down." And he says, "I want to meet with you. Be in my office Monday." >> Dude, you got called to the principal's office. That's the most principal thing ever. >> [laughter] >> And so, here I am. I thought I was past this. I'm now in my late 30s. And I'm I'm I'm nervous. I'm going to the principal's office. And I bring So, we're we're recording a vlog of this

5:49thing and I I'm telling the vlog I said, "You know, my friend Sam taught me this this trick, this little little the law of reciprocity. Let me Let me put you guys on some game. You know, people have this really high likelihood to return the favor if you do a small favor for them." I said, "Watch I said I'm I'm going to be late to this meeting, but I'm going to stop and get

6:06this Diet Coke cuz this is the most important part of the meeting." And I'm like, "Follow me." The vlog camera follows me and we get two Diet Cokes and we go and I'm so ready for this and I get to the meeting and we sit down and I'm like, "I don't fully remember the line that you said about like how to do it." And I think there's a actually a really