Tag Archives: Wattles

The Certain Way, Part 2

The central idea of the book is that being successful in business boils down to being successful in each individual business transaction and that this can be achieved by giving each person more in use value than you take in cash value. In other words, success is achieved by being the provider of whatever it is the other person values and by doing so in such a way that the other person feels they have received the better part of the deal.