Compelling spectacles are not to reach a niche market, it could be for reaching a niche marketing but on a grand scale. This is for grand marketing.
People’s need for validation and recognition, their need to feel important, is the best kind of weakness to exploit. First, it is almost universal; second, exploiting it is so very easy. All you have to do is find ways to make people feel better about their taste, their social standing, their intelligence.
The gods of power frown on the frivolous; they give ultimate satisfaction only to those who study and reflect, and punish those who skim the surfaces looking for a good time.
Understand: the greatest impediment to creativity is your impatience, the almost inevitable desire to hurry up the process, express something, and make a splash. What happens in such a case is that you do not master the basics; you have no real vocabulary at your disposal. What you mistake for being creative and distinctive is more likely an imitation of other people’s style, or personal rantings that do not really express anything.
The more you are in contact with others, the more graceful and at ease you become. Isolation, on the other hand, engenders an awkwardness in your gestures, and leads to further isolation, as people start avoiding you.
There may be fewer mighty tyrants commanding the life and death over millions, but there remain thousands of petty tyrants ruling smaller realms, and enforcing their will through indirect power games, charisma, and so on. In every group, power is concentrated in the hands of one or two people, for this is one area in which human nature will never change: People will congregate around a single strong personality like planets orbiting a sun.
One of the most potent weapons in the battle for information, then, is giving out false information. As Winston Churchill said, “Truth is so precious that she should always be attended by a bodyguard of lies.
Powerful people never waste time. Outwardly they may play along with the game – pretending that power is shared among many – but inwardly they keep their eyes on the inevitable few in the group who hold the cards. These are the ones they work on. When troubles arise, they look for the underlying cause, the single strong character who started the stirring and whose isolation or banishment will settle the waters again.
Remember: Stirrers thrive by hiding in the group, disguising their actions among the reactions of others. Render their actions visible and they lose their power to upset.
The character you seem to have been born with is not necessarily who you are; beyond the characteristics you have inherited, your parents, your friends, and your peers have helped to shape your personality.
Conforming to social norms, you will listen more to others than to your own voice.
Preserve the unspoken option of being able to leave at any moment and reclaim your freedom if the side you are allied with starts to collapse.
The principle is simple and must be engraved deeply in your mind: the goal of an apprenticeship is not money, a good position, a title, or a diploma, but rather the transformation of your mind and character – the first transformation on the way to mastery.
The men who have changed the universe have never gotten there by working on leaders, but rather by moving the masses. Working on leaders is the method of intrigue and only leads to secondary results. Working on the masses, however, is the stroke of genius that changes the face of the world. NAPOLEON BONAPARTE, 1769-1821.
As an explorer Columbus was mediocre at best. He knew less about the sea than did the average sailor on his ships, could never determine the latitude and longitude of his discoveries, mistook islands for vast continents, and treated his crew badly. But in one area he was a genius: He knew how to sell himself.
Think of yourself as your own Zen Master. Such masters would beat their pupils and deliberately lead them to points of maximum doubt and inner tension, knowing such moments precede enlightenment.
No one likes feeling stupider than the next person. The trick, then, is to make your victims feel smart – and not just smart, but smarter than you are. Once convinced of this, they will never suspect that you may have ulterior motives.
A person in love will surrender.
The mind must not wander from goal to goal, or be distracted by success from its sense of purpose and proportion. What is concentrated, coherent, and connected to its past has power. What is dissipated, divided, and distended rots and falls to the ground. The bigger it bloats, the harder it falls.
What money should buy is not lifeless objects but power over people.
Your enemies, those you stand sharply against, will help you to forge a support base that will not desert you. Do not crowd into the center, where everyone else is; there is no room to fight in a crowd. Polarize people, drive some of them away, and create a space for battle.