Law 43: Work on the Heart and Mind of Others

Coercion creates a reaction that will eventually work against you. You must seduce others into wanting to move in your direction. A person you have seduced becomes your loyal pawn. And the way to seduce others is to operate on their individual psychologies and weaknesses. Soften up the resistant by working on their emotions, playing on what they hold dear and what they fear. Ignore the hearts and minds of others and they will grow to hate you.

5 Disastrous Attitudes in the Realm of Power
1. These types live in their own bubble.
2. They seem to feel they are born kings and queens, and that attention is owed them.
3. They do not consider anyone else’s nature, but bulldoze over people with the self-righteous arrogance.
4. Pampered and indulged as children, so as adults they still believe that everything must come to them; convinced of their own charm.
5. They make no effort to charm, seduce, or gently persuade anyone.

The Energy and Art of Seduction
1. At all times you must attend to those around you, gauging their particular psychology,
2. Tailor your words to what you know will entice and seduce them.
3. The higher your station, the greater the need to remain attuned to the hearts and minds of those below you,
4. Create a base of support to maintain you at the pinnacle.

Wrong Moves
· Your first option may be quick and easy, but over time it brews ugly emotions in the hearts of the vanquished.
· Their resentment turns to hatred; such animosity keeps you on edge
· You spend your energy protecting what you have gained, growing paranoid and defensive
· Without that base, your power will teeter, and at the slightest change of fortune those below will gladly assist in your fall from grace.
· Force will only strengthen their resistance.

Think Before You Act
· Use patience, it brings you peace of mind; it converts a potential enemy into a pillar of support.
· Take the time to calculate and attune yourself to your targets’ emotional makeup and psychological weaknesses.
· Be alert to both what separates them from everyone else (their individual psychology) and what they share with everyone else
· Soften them up, alternate harshness with mercy.
· Play on their basic fears: hate, jealousy and also primary emotions their loves—freedom, family, etc.
· Once you break them down, you will have a lifelong friend and fiercely loyal ally.
· Demonstrating, as simply as possible, how an action will benefit them.
· Self-interest is the strongest motive of all: it secures the deal.
· Learn to play the numbers game. The wider your support base the stronger your power


Understanding that one alienated, disaffected soul can spark a blaze of discontent, you too must constantly win over more allies on all levels—a time will inevitably come when you will need them.

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