The 50th Law (with 50 Cent)

Understand: People may point to all of this as evidence that we
humans are becoming more honest and truthful, but human nature
does not change within a few generations. People have become more
obvious and forthright not out of some deep moral calling but out of
increasing self-absorption and overall laziness. It requires no effort to
simply be oneself or to blast one’s message. And the lack of effort
simply results in a lack of effect on other people’s psychology. It means
that people’s interest in you will be paper thin. Their attention will
quickly move on and you will not see the reason for this. Do not
swallow the easy moralism of the day, which urges honesty at the
expense of desirability. Go in the opposite direction. With so few
people out there who understand the art of desirability, it affords you
endless opportunities to shine and exploit people’s repressed fantasies.
Strategies for Stimulating Desire
The key to making this law work for you is to objectify yourself and
what you produce. Normally you are locked in your own thoughts and
dreams. You imagine people should love and respect you for who you
are. You believe that what you produce should naturally excite people.
After all, you have invested a lot of effort and have high hopes for
success. But others see none of this. To them, you are just a person
among others, and as a person you inspire either curiosity and

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excitement or indifference, and, even hostility. They project onto you
their own fantasies and preconceptions. Once made public, your work
is also an object completely divorced from your own hopes and
dreams, and it inspires emotions that are weak or strong. To the degree
that you can see yourself and what you produce as objects that people
perceive in their own manner, you have the power to alter their
perceptions and create objects of desire.
The following are the three main strategies for creating such
objects.