«I have no right to say or do anything that diminishes a man in his own eyes. What matters is not what I think of him, but what he thinks of himself. Hurting a man in his dignity is a crime.» ANTOINE DE SAINT-EXUPERY

When we disagree with someone, even if we are right and he is definitely wrong, we only destroy his ego by causing him to lose face.

For example, when you have to deliver a decision or information that will cause negative feelings, think about how you can make the person feel good about himself first.

Avoid delivering negative feedback in front of others or setting up a situation that will be embarrassing for the person. Think to yourself, “If I were him, how would I like to hear this news?” and design your environment and your approach accordingly.