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Many people complain that they find it hard to say the word “no”. They do not want to upset their partner, they agree to everything all the time, and if they do refuse someone, they let themselves be talked into changing their mind, because they feel an unbearable sense of guilt.How often do you answer “yes” to someone's request, even when carrying it out demands a certain “sacrifice” from you? How often do you regret it and get angry with yourself for not being able to say “no”? How often do you say “yes” out of fear of looking bad in

They say you can never win a negotiation. You can only avoid losing it. And in difficult, seemingly hopeless situations there are patterns of behaviour that let you walk away without losing everything. As in the "I'll offer more" scenario.

"Happiness calls us on the phone, knocks at our door, waits for us round the corner... But we are forever in a hurry." (Konstantin Melikhan)

This post is the verbatim report of the presentation of Alexander Nix, Cambridge Analytica CEO, at Online Marketing Rockstars Festival 2017. Alexander talks about big data, the OCEAN methodology used to predict people's behavior and the persuasive power of psychometrics.