The process is described in an essay1 by Alan Watts on how to be a guru that was well-known around the time Apple was first taking off. The successful guru is neither universally nor arbitrarily scornful to followers, but there should be enough randomness to keep the followers guessing and off guard. When praise comes, it should be utterly piercing and luminous, so as to make the recipient feel as though they’ve never known love before that moment.
