Without walking over his IP, his six principles of fomenting contagion nicely packaged in a handy acronym, STEPPS, are Social currency, Triggers, Emotion, Public, Practical value and Stories.

FORBES: Remarketability: How To Make Your Brand Contagious

Quantify both the financial and the intrinsic emotional value your name carries, and use that number, rather than raw emotion, when preparing to negotiate.

FORBES: How Having Your Name On Your Business Limits Your Options

For me, investing focuses on the economics of intrinsic value, while trading revolves around noise and emotion.

FORBES: The Irresistible Nature of Trading