Chapter 10
Give First—People Naturally Reciprocate Genuine Support

You can close more business in two months by becoming interested in other people than you can in two years by trying to get people interested in you.

—DALE CARNEGIE

WHAT WOULD YOU do if someone bought you a can of Coke?

If you’re like the people in a classic experiment by Dennis Regan, you would return the favor. People who had been given a soda from someone bought more raffle tickets from that person than those who had not been given a soda.

It is human nature to reciprocate. The law of reciprocity is powerful. As you’ll learn in this chapter, it’s about more than feeling indebted to someone. Rather, reciprocity arises from positive feelings and gratitude. Giving can improve your mood, your business bottom line, and even the world. Here’s how.