Marketing Success and Power

In the market economy, it is found that those who have the information also have power. True power supports the information. In a competitive environment, the need (and thirst for information) is increasingly evident. The quality of personal marketing decisions depends on the quality of the information that determines those decisions.

There is no man who wants less power, everyone wants more. Power exerts limitless seduction. In today's world, however, the thirst for power does not make a good impression and it is risky to reveal your plans to conquer a position of strength. As a result, you need to be skillful and friendly.

Proper mastering of the basic rules of personal marketing can help you achieve success and strength.

The most important skill you need to acquire, which is the fundamental element of power, is the ability to control your emotional feelings. Emotion darkens reason and prevents you from seeing clearly, so you become unable to prepare for the next steps.

Of the emotional states, the most destructive is anger because it most severely distorts the perception of real data. If you are going to destroy a rival who has hit you, it is much better to put him to sleep with gestures of false friendship than to show your anger.

It is advisable to mentally distance yourself from the present moment and to analyze it objectively, placing it both in the perspective of the past and in that of the future. You always have to be "four-eyed." Nothing should take you by surprise, you are already ready to deal with any problem before it even arises, anticipating every possible move of the competitor/opponent.

Power presupposes the existence of the talent to juggle appearances. For this purpose, you will have to get used to wearing a lot of masks and to have at hand a bucket full of all sorts of tricks. The juggling of appearances and mastery of the arts of deception are key elements in the conquest of power.



Patience will keep you from making stupid mistakes. Everything you want to happen will happen if you know how to wait and prepare everything in advance. You always have to calculate a few steps further in the future. On the other hand, impatience makes you look weak.

Power is a game, and in a game, you do not judge your opponents by their intentions, but by the effect of their actions. Follow the opponent's movements with all the calm you are capable of.

Half of the art of gaining power is knowing what not to do and in which direction not to go. Maybe you will achieve your goal, even a very important goal, but at what price? After all, life is short, there are few favorable opportunities, and your energy is limited. In this sense, time is as important an element as the others to be taken into account. Therefore, be careful not to waste this priceless gift or your inner peace by interfering in the needs of others.

A good marketer is also a good psychologist. It is advisable to learn to identify the motivation behind reactions and facts - to see beyond the "smokescreen" of justifications and appearances.

Don't trust anyone completely, study everyone, including your friends and loved ones.

Plan your every move well and execute it in the least eye-catching way.

Robert Greene and Joost Elffers in The 48 Laws of Power identified the existence of the essence of power, of certain constants that govern both ascents and declines.

Some Timeless and Immutable Laws are the Following:

1. Never overshadow your superior


Always take care to make those above you feel superior to you. In the desire to please them or to impress them, do not go beyond measuring your talents - you risk losing the appreciation you wanted to gain. Make your superiors look more valuable than they are and you will reach the heights of power. If you have more ideas and are more creative than your superior, maneuver so that people think that the initiatives belong to him. Explain to everyone that your advice and opinions are a mere echo of what he said.

Do not imagine that if your superior agrees, you can afford to do what you want. He never took a victory for granted and did not let the magnification of others rise to his head.


2. Don't Trust Your Friends Too Much, Learn to use Your Enemies


Be careful with your friends - they will betray you the sooner you arouse more envy. Hire a former enemy and he will be more loyal to you than a friend because he has every interest in proving his loyalty to you. Whenever possible, bury the hatchet of war and draw your enemy to your side.

In a Civil War speech, Abraham Lincoln called the Southerners "our erring fellows." An older lady reproached the president for his chosen wording, telling him that it would have been appropriate to call them "irreconcilable enemies to be destroyed," to which Lincoln replied, "But well, dear lady, do I not destroy my enemies?" when I make friends with them? 

Don't trust your friends too much, learn to use your enemies


As Lincoln said, the enemy is annihilated when you make him your friend. In 1971, during the Vietnam War, Henry Kuâissinger was the target of attempted kidnapping, hatched by two famous Berrigan brothers, priests, and pacifist activists, along with four other Catholic priests and four nuns. Without informing the US Secret Service or Justice Department, Kissinger decided to invite three of these suspected conspirators on a Saturday morning. He explained to them that he wanted most of the American soldiers to return home by mid-1972. Kissinger had made a constant of his technical strategy to attract and work with those who disagreed with him.

If we do not have enemies to keep us awake, we tend to be lazy. An opponent ready for battle keeps us "engaged", attentive, prepared. Sometimes it is better to use enemies as enemies, without turning them into friends or allies.

Mao Tse-tung considered conflict as a key concept in his theory of power. In 1937, the Japanese invaded China, interrupting the civil war between the Moorish Communists and their nationalist opponents. Detecting that the Japanese would crush them completely, some communist leaders supported the idea of ​​ending the conflict with the nationalists, so that they could fight with the Japanese, during which time the Maoists would have time to regroup and prepare. Mao disagreed: Japan was unable to occupy a country as large as China, or if it did, it did not have the capacity to maintain its positions. By the time they left, the communist forces would have "rusted" and their combative effectiveness would have been severely affected by prolonged inactivity for several years so that they would not subsequently face the nationalists. Fighting with an enemy as strong as the invading troops were the best possible training for the Communist army. Mao's plan prevailed and worked. By the time the Japanese withdrew, the Communists had gained the experience needed to defeat their opponents, the Nationalists.

Many years later, when a representative of Japan tried to apologize for invading his country, Mao interrupted him: "Shouldn't I actually thank you?" Without a strong enemy, he explained, no man (and no group) can become strong in turn.

The permanent conflict strategy includes several key elements:

1. Make sure you have a real chance of long-term victory. Never engage in a fight that you are not sure you can win.

2. If you don't have enemies, you sometimes have to create them, possibly turning one of your friends into an opponent;

3. Use your enemies to better define your own doctrine in front of the public opinion, presenting it even as a struggle of good against evil

You often don't know your friends as well as you think you do.

Don't confuse friendship with the skills and performance relationships you need to cultivate at work.

3. Hide your intentions. 

Keep people in a state of uncertainty, avoiding ever sharing your intentions and goals with them. If they don't know what you're going to do, they won't be able to prepare to fight back.

4. Always say less than necessary

When you try to impress people with your words, the more you say, the more insignificant you become and the less you control the situation. Even when you emit banalities, they will have an air of originality if they remain vague, ambiguous. Strong people make an impression and intimidate by avoiding explanations. The more you talk, the more you risk getting rid of your nonsense.

5. Reputation Matters a Lot - Defend it With All Your Might. 

Reputation can only be based on the ability to intimidate and achieve victory; if you lose your reputation, you become vulnerable and will be attacked from all directions. Maintain an impeccable reputation.

6. Stand Out at Any Cost

People judge everything only by appearances - what is not seen does not exist. Be noticed, it attracts on you, like a magnet, everyone's attention, creating an image bigger, brighter, colored, and more haloed by mystery than the amorphous, shy and stupid image of the masses.

7. Put Others to Work For You, But Give Them all the Credit They Deserve

Use the wisdom, knowledge, and running of others to achieve your goals. Not only will you save your time and energy, but you will also create a halo-like god in terms of efficiency. Never do for yourself what you can get others to do for you.

8. Get People to Come to you - if Necessary, Use a Bait

The essence of power lies in the ability to keep the advantage of your initiative, that is, to make your opponent react to your action and remain defensive. When you force someone to act, you are in control of the situation. It is always better to make your enemy come to you, on which occasion he abandons his own plans, spends his energy, and is forced to act on your territory. Lure him with irresistible baits - and then go on the attack. The best books are in your hand.

To have power means to have control. You have to learn to control your emotions - never let yourself be influenced by anger. It exploits the natural tendency of people to react with anger when they have turned their backs on the wall and when they find themselves trapped.

9. Win Your Victory by Deeds, Never by Words

Any momentary triumph that you think you have achieved through verbal disputes is, in reality, a victory à la Pyrrhus: the resentments aroused are stronger and last longer than any temporary change of opinion. A clearer show of strength is to rally the point of view of others through your actions, without uttering a word. Don't explain: prove it!

10. The Danger of Contamination

Avoid the unhappy and unlucky. You can die from someone else's suffering - emotional states are as contagious as illness. Sometimes the unhappy attract unhappiness; not only that: I can pass it on to you. Surround yourself with happy and lucky people.

11. Make Yourself Indispensable

In order to maintain your independence, you must be useful and accepted. The more necessary you are, the freer you will be. Make yourself indispensable to people, make them believe that their happiness and prosperity depend on you, and give them assurances that they have nothing to fear by entrusting them to you. Don't teach them too much so they can't do without you.

12. When Asking for Someone's Help, Appeal to the Interest, Never to the Goodwill or Gratitude of the Requested Person

If you have to ask for the help of an ally, do not bother to remember the support you have given him in the past or your good deeds - he will always find a way to refuse you. Instead, make him understand that a certain aspect of your application or your alliance will serve his own interest, and be careful to insist on his profit, exaggerating its size. He will react enthusiastically only to the thought of personal gain.

13. Never Give The Impression That you are Perfect.

It is always dangerous to look superior to your peers, but the most dangerous thing is to give them the impression that you are spotless and weak. Envy gives rise to secret but lasting enemies. Only the gods and the dead are forgiven for their perfection.

14. Do Not Exceed Your Goal - After Winning, Learn to Stop in Time

In the drunkenness of glory, the arrogance and overestimation of your own strength can push you to go further than you planned, making you more enemies than you have the ability to defeat. Don't let success get in your head.

15. Stay Fluid Like Water

By defining your personality and revealing your plans, you become vulnerable. Instead of specifying your position, be flexible and imperceptible. He accepts that nothing in the world gets nailed down. The best defense to defend yourself is to be fluid and shapeless like water. He never bet on the stability and durability of the present situation. Everything is subject to change.

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