> Itemize 1) because putting things in a fake numerical order makes inattentive people think you have a substantive plan 2) because counting off a list creates a belief that you are a leader of action 3) simplicity creates a mental road map of an achievable solution in the minds of simple people when they are confronted with complex problems. They will believe that you've given an answer instead of sidestepping the question.
> Lie but lie like you believe it. Make it about conviction not about truth. People who are susceptible to authority perceive conviction as truth.
> Remove the target. Counter all arguments against your stated positions and policies with denial. You never said it. That is not the outcome. There's another study that says the opposite therefore nothing is clear. You're making it up, you big fibber you. (You won't have to answer for anything!)
> Take the side of those whose lives you want to ruin. Use personal anecdotes to empathize with their plight because you honestly want to make their lives better (by totally undermining their safety nets, their savings, their protections, their health care, their wages, their retirement, their children's chance at college...) All they will hear is the empathy, albeit false empathy, because all they really want is the feeling that someone cares.
> Have pep because energy exhibits confidence and confidence is associated with leadership. You know, the kind of inner thrill you get when you march in to some industry you've harvested to put people out of work and in their rightful place. Think of the fortune you'll make off of them -- it will give you a little extra bounce in your step.