In the war to win people’s attention and influence them, you must first separate them from whatever ties them to the past and makes them resist change. You must realize that these ties are generally not rational but emotional. By appealing to people’s emotions, you can make your targets see the past in a new light, as something tyrannical, boring, ugly, immoral. Now you have room to infiltrate new ideas, shift people’s vision, make them respond to a new sense of their self-interest, and sow the seeds for a new cause, a new bond. To make people join you, separate them from their past. When you
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