Psychology

Law 27: Play on People’s Need to Believe to Create a Cult-like Following “To become the founder of a new religion one must be psychologically infallible in one’s knowledge of a certain average type of souls who have not yet recognized that they belong together.” – Nietzsche  People need to believe in something. By offering … Read more

Law 25: Re-create Yourself Many people accept the default roles society imposes on them, but this is unwise. You should craft a new identity – either according to circumstance, or according to your own personal need. Certain situations will call for you to act differently, and you should be creative and flexible enough to do … Read more

Law 23: Concentrate Your Forces You have a finite amount of energy, conserve them by concentrating them at their strongest point. A single rich mine that is deep is more valuable to you than multiple shallow mines. The Goose and the Horse A goose who was plucking grass upon a common thought herself affronted by … Read more

Law 20: Do Not Commit to Anyone Do not commit yourself to anybody or anything, for that is to be a slave, a slave to every man…. Above all, keep yourself free of commitments and obligations—they are the device of another to get you into his power…. – Baltasar Gracián Instead of committing to someone, … Read more

Law 17: Keep Others in Suspended Terror: Cultivate an Air of Unpredictability Unpredictability is a potent weapon you can use to rattle your opponents. Human beings are creatures of habit and expect to see patterns of behavior in others. If you manage to disrupt your patterns constantly, then you will intimidate your opponents and keep … Read more

  A man said to a Dervish: “Why do I not see you more often?” The Dervish replied, “Because the words ‘Why have you not been to see me?’ are sweeter to my ear than the words ‘Why have you come again?”’ – Mulla jami, quoted in ldries Shah’s Caravan of Dreams, 1968 The Assyrians … Read more

Lola Montez In his own time Simon Thomas was a great doctor. I remember that I happened to meet him one day at the home of a rich old consumptive: He told his patient when discussing ways to cure him that one means was to provide occasions for me to enjoy his company: He could … Read more

Law 13 – When Asking for Help, Appeal to People’s Self-interest, Never to their Mercy or Gratitude People are generally motivated by their self-interest – and that is what you must appeal to if you want something from them. Trying to bring up the past and inducing feelings of guilt in them are strategies that … Read more

‘David’ by Michelangelo Greene tells us that unless you want to mislead or distract someone, it is better not to argue. It is more effective to display with actions the point you intend to make. Human beings are rarely swayed by reason. “The truth is generally seen, rarely heard.” – Baltasar Gracian In 131 B.C., … Read more

P.T Barnum The Chinese general, Chuko Liang, had a great reputation. During the war of the Three Kingdoms (A.D 207-265), he dispatched his large army to a far away camp, while he stayed in a small town with only a few soldiers. Suddenly, a vast army of 150,000 soldiers led by Sima Yi approached his … Read more