The 50th Law (with 50 Cent)

Goodness.
In our daily thoughts, we constantly comfort ourselves as
to the moral nature of our actions. If we are employees of a company,
we see ourselves as good team members. If we are bosses, we treat
people well, or at least we pay and support them well. We help the
right causes. In general, we do not like to see ourselves as selfish and
narrowly focused on our own agenda. Just as important, we want
others to see us in this light. Look at social media and how people will
make a display of supporting the best causes. Few people give to
charities anonymously—they want their names loudly advertised.
You must never inadvertently cast doubts on this saintly self-
opinion. To make positive use of this trait in people, frame what you
are asking them to do as part of a larger cause that they can participate
in. They are not merely buying clothes but helping the environment or
keeping jobs local. In taking these actions, people can feel better about
themselves. Keep it subtle. If you are trying to get recruits for a job, let
others spread the message about the cause. Make it appear prosocial
and popular. Make people want to join the group, instead of having to
plead with them. Pay great attention to the words and labels you use. It
is better, for instance, to call someone a team member than an
employee.
To put yourself in the inferior, one-down position, you can commit
some relatively harmless faux pas, even offend people in a more
pronounced way, and then ask for their forgiveness. By asking for this,
you imply their moral superiority, a position people love to occupy.
Now they are vulnerable to suggestion.
Finally, if you need a favor from people, do not remind them of
what you have done for them in the past, trying to stimulate feelings of
gratitude. Gratitude is rare because it tends to remind us of our
helplessness, our dependence on others. We like to feel independent.
Instead, remind them of the good things they have done for you in the
past. This will help confirm their self-opinion: “Yes, I am generous.”
And once reminded, they will want to continue to live up to this image
and do yet another good deed. A similar effect can come from suddenly
forgiving your enemies and forging a rapprochement. In the emotional
turmoil this creates, they will feel obligated to live up to the high
opinion you have now shown toward them and will be extra motivated
to prove themselves worthy.

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