Not only does this book explain many hunches I've had for decades (like who's full of baloney versus not) but it is also a great tool for recruiting sales people. After reading this I"ve discovered that the most likely successful sales people (for my company) are a) those that come from low income, distressed, or limited financial means rather than b) children of spoiled high income/high consumption families.I just fired someone that fell into the latter category when this book reaffirmeed she was never going to be successful.