The rule of reciprocity is a powerful social force: doing a small favor makes someone highly likely to return a larger one.

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

5:19state champions. And that was we were 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 and they're like, "Hey, you need to take this down." So say, "Okay, we'll take it down." And he says, "I want to meet with you. Be in my office Monday."

5:36>> Dude, you're going to call the principal's office. [laughter] >> And so here I am. I thought I was past this. I'm now in my late 30s and I'm going I'm nervous. I'm going to the principal's office and I bring uh So we're we're recording a vlog of this thing and I'm telling the vlog I said, you know, my friend Sam taught me this this trick, this little little the law

5:55of reciprocity. Let me let me put you guys on some game. um 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 this Diet Coke because this is the most important part of the meeting." And I'm like,

6:10"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 uh we sit down and I'm like, I don't fully remember the line that you said uh about like how to do it. I think there's actually a really specific way in the book that Robert and he describes it which is um two people are doing a