Instead of waiting to be attacked for your weaknesses, preemptively address them yourself. By owning or diffusing the negative points first, you disarm your opponent, leaving them with nothing to say. This 'prebuttal' strategy seizes the narrative advantage by controlling the initial framing.

By openly admitting your inconsistencies while still advocating for a principle, you remove the deceptive claim to unearned status that angers people. This vulnerability prevents a 'gotcha' moment and fosters a more honest conversation, building trust and allowing imperfect people to advocate for important causes.

To build trust, admit a weakness using the 'stolen thunder' effect. The most advanced application is admitting a flaw that is the mirror image of a strength. For example, Buckley's cough syrup's slogan, 'It tastes awful. And it works,' uses its bad taste to imply potent medicinal effectiveness.

Perfection is not relatable, but struggle is. Admitting your true emotional state, even a negative one like being tired or grumpy, to an audience (like a jury or a meeting) makes you more authentic. This vulnerability builds trust and rapport far more effectively than pretending everything is perfect.

A trial lawyer's technique for maintaining credibility is to act unbothered by negative outcomes, like a judge ruling against them. By reacting as if the setback was expected or even desired, you prevent onlookers (like a jury or your team) from perceiving you as defeated, thus preserving their trust in you.

After establishing competence, admitting a minor flaw or making a small blunder (a "pratfall") can significantly increase appeal. This humanizes a person or product, making them seem more relatable and trustworthy. It works because it proves honesty and makes other claims more believable.

When a client offers harsh, fundamental criticism during a pitch, the best response is not to defend the work but to acknowledge the miss. One CEO won a pitch by immediately conceding the point and offering to re-pitch, demonstrating humility and confidence.

Instead of trying to find the perfect words, preface difficult feedback by stating your own nervousness. Saying, "I'm nervous to share this because I value our relationship," humanizes the interaction, disarms defensiveness, and makes the other person more receptive to the message.

When trying to deceive someone, admitting a genuine, less critical flaw can make you seem honest and self-aware. This vulnerability makes the primary lie more credible because the listener thinks, "Why would they tell me this bad thing if the other part wasn't true?"