03-03 Amplifying Value 01-9 Framing and Perception 02-10 Language the Chimp Love and Hates 03-11 3 Dimensions of Value 04-12 Linking Each Dimension 05-13 Insight, Motivation, and Time Travel 06-14 Formulas and Examples TerBrab 02-02 Perceived Value and Loss Aversion 04-04 Winning Hearts and Minds