The document discusses using the SCARF model to convince customers and employees. The SCARF model focuses on Status, Certainty, Autonomy, Relatedness, and Fairness - the five domains of social experience that are associated with threat and reward responses in the brain. By appealing to people in these domains, one can use the SCARF model to motivate and influence others.

1. Managerial duels. How to
use the SCARF model to
convince customers and
employees?