Focus
Focus by Heidi Grant Halvorson is a 2014 Personal Development book written by TED speaker Heidi Grant, paired here with the talk they gave.
Details how two distinct approaches to pleasure and pain--promotion- and prevention-focused--offer insight into how to motivate and influence others, and describes how to both change focus and use focus to achieve specific results.
The paired TED talk
How to ask for help — and get a "yes" (2019), the TED talk by Heidi Grant.