33 Strategies of War

Be simpler, be vaguer. Create your cult of fuzzy attractiveness. Attach special importance to emotions as opposed to intellect. Don't scare people with boredom and skepticism. Appeal to feelings. Give your group the structure of a religious organization. Create rituals for your supporters. Assign them names and titles, demand sacrifices from them. Lead people. Be successful and self-sufficient. Let followers believe that power came to you as a result of the truth of your ideas and methods. Be ready for the operation "Who is not with us is against us." Yes, it's cynical. Yes, it's moral. But it's about how to conquer and maintain power. You need to be pragmatic and effective. Become that.