The best way to motivate people is not through reason but through emotion. Humans however, are naturally defensive, and if you begin with an appeal to their emotions—some histrionic harangue—they will see you as manipulative and will recoil. An emotional appeal needs a setup: lower their defenses, and make them bond as a group, by putting on a show, entertaining, telling a story. Now they have less control over their emotions and you can approach them more directly, moving them easily from laughter to anger or hatred. Masters of man management have a sense of drama: they know when and how to hit their soldiers in the gut.
-Robert Greene. 33 strategies of war.
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