We all know that it's not just what you say, it's how you say it. But there is a third factor that has an insidious impact on your friendship. I call it "the hidden insult" and it's more common than you may think. What is the hidden insult? It's how whatever you say inadvertently affects your listener's EGO. This factor has the potency to make someone like you more–or a lot less. Here's an example.

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