RULE #12: Did you ever feel Used? Like, you stick your neck way out for someone, and they turn around and step on it? “What does that have to do with cheating?” you ask. I’ll tell you: In this business, you really need to know what human nature is like. Deep down, people are selfish. So don’t be stunned when they ignore what you’ve done for them and walk all over you. Believe me, it’s going to happen.