To have an appealing image is one of the main Means of persuasion.
In practical books, personality of the author affects how well people receive the book.
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http://latticeworkinvesting.com/2018/04/06/peter-kaufman-on-the-multidisciplinary-approach-to-thinking/ Trustworthy, principled, courageous, competent, loyal, kind, understanding, forgiving, unselfish, and in every single one of your interactions with others, be the list!