Most men are so thoroughly subjective that nothing really interests them but themselves.
—Arthur Schopenhauer
The quickest way to secure people’s minds is by demonstrating, as simply as possible, how an action will benefit them. Self-interest is the strongest motive of all: a great cause may capture minds, but once the first flush of excitement is over, interest will flag—unless there is something to be gained. Self-interest is the solider foundation. The causes that work best use a noble veneer to cover a blatant appeal to self-interest; the cause seduces but the self-interest secures the deal.
Daily Law: Show people what’s in it for them.
The 48 Laws of Power
, Law 43: Work on the Hearts and Minds of Others