25. Re-create yourself
– Reinvent your image to stay relevant.
Example: Madonna repeatedly reinvented her persona to stay on top for decades.
26. Keep your hands clean
– Avoid blame by letting others do the dirty work.
Example: Politicians often let aides deliver bad news so their own reputation stays polished.
27. Play on people’s need to believe
– Build cult-like followings by offering meaning.
Example: Steve Jobs positioned Apple as more than tech — a lifestyle, inspiring near-religious devotion.
28. Enter action with boldness
– Hesitation weakens; bold moves inspire.
Example: Elon Musk launching SpaceX rockets despite repeated failures — boldness built credibility.
29. Plan all the way to the end
– Think long-term, anticipate obstacles.
Example: Amazon ran at losses for years but planned dominance in e-commerce from the start.
30. Make your accomplishments seem effortless
– Hide hard work; show only the polish.
Example: Michael Jordan practiced endlessly but on the court made greatness look natural.
31. Control the options: get others to play with the cards you deal
– Frame choices so they serve you.
Example: Fast food menus — different meal options, but all profits go to the same chain.
32. Play to people’s fantasies
– Appeal to dreams, not reality.
Example: Disney sells magic and fantasy, not just theme parks and movies.
33. Discover each man’s thumbscrew
– Find what motivates or weakens someone.
Example: Negotiators study opponents’ hidden fears or desires to gain leverage.
34. Be royal in your own fashion: act like a king to be treated like one
– Confidence earns respect.
Example: LeBron James declared himself “The King” early on, shaping public perception.
35. Master the art of timing
– Don’t rush or delay—strike at the right moment.
Example: Apple waited until MP3 players had buzz, then released the iPod to dominate.
36. Disdain things you cannot have: ignoring them is the best revenge
– Obsession shows weakness; indifference shows power.
Example: When luxury brands refuse to address copycats, it increases their exclusivity.
37. Create compelling spectacles
– Dramatic visuals make people remember.
Example: Martin Luther King Jr.’s “I Have a Dream” speech was powerful partly because of the grand setting at the Lincoln Memorial.
38. Think as you like but behave like others
– Fit in outwardly; keep your difference private.
Example: Corporate employees often dress alike but innovate behind the scenes.
39. Stir up waters to catch fish
– Provoke emotions to confuse opponents.
Example: Muhammad Ali taunted opponents into anger, making them fight recklessly.
40. Despise the free lunch
– What’s free is dangerous; pay your way.
Example: Entrepreneurs often invest their own money in startups to keep control instead of taking too many “free” favors.
41. Avoid stepping into a great man’s shoes
– Successors often fail if compared directly.
Example: Tim Cook didn’t try to copy Steve Jobs’ style, but instead redefined Apple leadership.
42. Strike the shepherd and the sheep will scatter
– Remove the leader and followers weaken.
Example: In war, capturing or killing enemy commanders often collapses morale.
43. Work on the hearts and minds of others
– Win loyalty through persuasion, not force.
Example: Nelson Mandela used reconciliation to unite South Africa rather than vengeance.
44. Disarm and infuriate with the mirror effect
– Reflect others’ actions back at them.
Example: In negotiations, mirroring tone and body language disarms opponents and builds rapport.
45. Preach the need for change, but never reform too much at once
– Gradual change feels safe.
Example: Franklin D. Roosevelt’s New Deal introduced reforms step by step, not all at once.
46. Never appear too perfect
– Show small flaws to seem relatable.
Example: Barack Obama occasionally joked about his big ears, humanizing himself.
47. Do not go past the mark you aimed for; in victory, learn when to stop
– Don’t overreach after success.
Example: Napoleon’s invasion of Russia overextended him, leading to his downfall.
48. Assume formlessness
– Adapt like water; avoid rigidity.
Example: Bruce Lee’s “be water” philosophy — adapt to situations instead of forcing one style.
www.shortform.com
