Daniel Goleman is an American psychologist, author, and science journalist.

He wrote for The New York Times for twelve years, reporting on the brain and behavioral sciences. More importantly, Goleman’s book Emotional Intelligence (1995) was on the NY Times best-seller list for eighteen months. (To boot, it’s in print in 40 languages!)

Goleman’s main thesis is that non-cognitive skills can matter as much as IQ for workplace success. ("Amen" from all the fantastic C-student sales-studs out there!)

Don’t interpret his theory as an invitation to revert back to "relationship guy" (or gal). Today’s market requires immense technical and product acumen, AND sales skill dexterity. EI is the glue that holds all requisite skills together and pushes you toward success.

If you understand your industry, know your product inside and out, and communicate value to your prospects as an empathic, caring human being, then you’re on your way to great things.

But don’t expect just to study Goleman or read his new book Optimal and have the light switch move to ON….you gotta work on it.

This basic rule is a good start: THINK before acting, reacting, and responding.