Book Freak 169: The True Believer: Thoughts on the Nature of Mass Movements

Hablaremos más adelante de las diferencias entre manipular y convencer. Por ahora quiero que conozcas las 3 fases por las que pasa la mente de tu lector-cliente antes de sentir los valores de tu marca como suyos. Fase 1: conformidad La persona se siente obligada o empujada, de algún modo, a formar parte de tu proyecto. Ejemplo: cuando alguien empie

In The True Believer, which is one of the best books on how mass movements are created, author Eric Hoffer writes, “The practical organization offers opportunities for self-advancement.

The longer the mood is contemplated, the more insistent the appeal. It is a form of fanaticism, to be sure, but that may not be a vote against it. In all action there is operative a fringe of irrationality. Once the mood is thoroughly established, any council of caution is interpreted as either compromise or cowardice. The fact that the ruler has a

because the cause is just, it cannot fail. Any failure is regarded as temporary and, to the devoted, as a testing of character. This was the attitude of the Zealots of Jesus’ day. There was added appeal in their position because it called forth from the enemy organized determination and power. It is never to be forgotten that one of the ways by whi

One gains the impression that the frustrated derive as much satisfaction—if not more—from the means a mass movement uses as from the ends it advocates. The delight of the frustrated in chaos and in the downfall of the fortunate and prosperous does not spring from an ecstatic awareness that they are clearing the ground for the heavenly city. In thei