‘We address ourselves,’ says Smith, ‘not to their humanity but to their self-love, and never talk to them of our own necessities but of their advantages.’1
‘When you apply to a brewer or butcher for beer or for beef you do not explain to him how much you stand in need of these, but how much it would be in [his] interest to allow you to have them for a certain price.’2
Man … works on the selflove of his fellows, by setting before them a sufficient temptation to get what he wants.’3
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