Machiavelli craved the power to spread his ideas and advice. Denied this power through politics, he set out to win it through books: he would convert readers to his cause, and they would spread his ideas, witting or unwitting carriers. Machiavelli knew that the powerful are often reluctant to take advice, particularly from someone apparently beneath them. He also knew that many of those not in power might be frightened by the dangerous aspects of his philosophy—that many readers would be attracted and repelled at the same time. To win over the resistant and ambivalent, Machiavelli’s books would have to be strategic, indirect, and crafty. So he devised unconventional rhetorical tactics to penetrate deep behind his readers’ defenses. First, he filled his books with indispensable advice—practical ideas on how to get power, stay in power, protect one’s power. That draws in readers of all kinds, for all of us think first of our own self-interest. Next, Machiavelli stitched historical anecdotes throughout his writing to illustrate his ideas. People like to be shown ways to fancy themselves modern Caesars or Medicis, and they like to be entertained by a good story; and a mind captivated by a story is relatively undefended and open to suggestion. Finally, Machiavelli used stark, unadorned language to give his writing movement. Instead of finding their minds slowing and stopping, his readers are infected with the desire to go beyond thought and take action.
Daily Law: You may have brilliant ideas, the kind that could revolutionize the world, but unless you can express them effectively, they will have no force, no power to enter people’s minds in a deep and lasting way. Be strategic in your messaging.
The 33 Strategies of War
, Strategy 30: Penetrate Their Minds