Another management consultant bullshit theory. Ok, the guy is serious, and has a good intuition, but in the end it is only one intuition and not the be-end all he presents it as. Social science.
So you have to have a hierarchy. Your clients are, of course, near the top, and you are going to help them reach the top. That is why they pay you the big bucks. No, wait, actually they are at the top, and you are confirming their place. THAT is why they pay you the big bucks.
Here we go, lowest to highest:
1) Life sucks
2) My life sucks (but other people have good lives)
3) I am great (and you are not)
4) We are great
5) Life is great. (only 2%, naturally)
Along with this comes the idea that people only hear messages directed at their level or an adjoining level. So you try to push everyone up a level.
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