Does reciprocity actually work in a dental practice? It works, and it is one of the strongest levers in human behavior, but only if you understand it. Reciprocity is simple. I give you something, you feel a pull to give back. There's a famous Hindu legend where a flower changes hands and a donation comes back, and an entire movement grew on that one exchange. You see it in any grocery store at peak hours, the free sample table, because a tasted bite turns into a basket of purchases. The catch is that not every gift carries equal weight. A real, [...]