He starts with a story. Suppose you're in a parking lot about to pull into a space when some guy zooms in and parks there first. How do you feel?

Then suppose it's the same thing except instead of a guy in a car, a cow walks into the space. How do you feel?

Then he spends to the whole book trying to change the way you feel about the guy stealing your spot. Me, I'm still angry about the guy, but I guess our grasp should exceed our reach.