Many entrepreneurs feel bewildered because people don't react or respond the way they expect. Their fundamental failing is in assuming other people know what they know and feel what they feel. The first reality is that most people don’t contemplate what actually ignites their day-to-day behavior. The second reality is that each person is raised by different parents, in a different home, with different friends, and with different teachers. Much of what we do reflects acquired behavior and thought patterns that functionally run on autopilot. Our unconscious self-beliefs determine the direction and intensity of our conscious actions. However, there is one filter that is universal — What’s in it for me? Answer that question and you will always have their attention.