Raising the salience of purpose is one of the most potent—and most overlooked—methods of moving others. While we often assume that human beings are motivated mainly by self-interest, a stack of research has shown that all of us also do things for what social scientists call “prosocial” or “self-transcending” reasons.

That means that not only should we ourselves be serving, but we should also be tapping others’ innate desire to serve. Making it personal works better when we also make it purposeful.

— To Sell Is Human: The Surprising Truth About Moving Others by Daniel H. Pink