I really don't like hard sales people. I really don't like the "YOU HAVE TO BUY NOW OR THE SKY WILL FALL" crowd, so this book really was right up my alley. Very friendly, very easy to read, I think its only respectful to not manipulate customers with sales gimmicks, non-sale "sales" and scare tactics. This book shows you how to grow value in the products so you don't have to use manipulation, you just make the best product you can. Halfway through I found it odd that this book even had to be written. If people weren't so greedy and dishonest in the first place, this book would never seem like such a novel idea. Which it is...a "novel" idea.