The 48 Laws Of Power

Leadership & Management

Why You Need To Master Power Dynamics

The 48 Laws Of Power explains how power dynamics operate in daily life using both historical and contemporary examples.

While this might sound machiavelian, the goal of the book is to make you aware of power games and how to navigate them to protect yourself and your loved ones. This is especially important for entrepreneurs since they are often confronted with power dynamics to succeed.

Instead of using coercion or treachery, you need to find ways to outsmart and deceive your opponents without others realizing what you have done. It’s naive to think you can opt out of power games because they are present in every interaction. Instead, you need to learn to navigate them effectively.

Power is a social game that requires constant learning, time and calculated moves, so it is important to be patient and develop the ability to study and understand people: recognize their hidden motives and understand the psychology behind their actions.

Power is amoral, so do not be distracted by moral judgments or justifications and recognize the value of your time and mental energy.

The 48 Laws In A Nutshell

Law 1: don’t overshadow your superiors

People in positions of power often desire to feel secure and superior to those around them. Outshining one’s superiors (mentors, investors) can inspire fear and insecurity in them.

Appreciate any favors or opportunities received but never allow them to go to your head. Avoid presuming that you have earned your position solely based on your abilities or intellect.
Make them appear more intelligent or creative than you: act naive, seek their expertise, ascribe your ideas or advice to them, publicly make them the center of attention.
If your superior is weak or their position is at risk, seize the opportunity to outdo them discreetly. Gauge their strength and either hasten their downfall or patiently wait. Power eventually fades and weakens.

Law 2: beware of friends, use your enemies

Friends can betray you out of envy, and hiring them can lead to unbalanced relationships and ingratitude. On the other hand, enemies, when strategically employed, can be loyal, motivated, and productive allies.

Startups often begin with close-knit teams of friends or acquaintances. While it’s natural to lean on friends for support, the trust placed in friends can lead to unspoken tensions and ingratitude that can affect business relationships.
When building a startup team, prioritize skill and competence. It’s crucial to focus on making progress.
Just as enemies can become friends when interests align, startup founders should not write off potential partnerships with those they’ve had conflicts with.
Maintaining clear boundaries is vital. While friends can be valuable in certain situations, founders should always be on the lookout to make sure everybody does their part.

Law 3: keep your intentions to yourself

Concealing your true intentions helps you maintain an upper hand in negotiations, partnerships, and competitive situations. Startups often face intense competition, any advantage is valuable.

Use misleading information and goals to distract competitors and make it difficult to predict your moves.
By appearing sincere and trustworthy, founders can gain trust and credibility. For example, publicly endorsing honesty can create a decoy to lead others to underestimate you.
A bland, inconspicuous appearance can be an effective smoke screen to hide your true self. When you lead others down a familiar path or appear unremarkable and harmless, they are less likely to suspect your ulterior motives. Maintain a calm and composed exterior.
Lull others into expecting predictable actions to strike more effectively. Blending in with cultural movements, industry norms and appearing like a trusted member of the community conceals strategic intentions.
Use excentricity as a diversion.
If your reputation becomes widely associated with deception, your smoke screens will fail: be transparent about your intentions at times.

Law 4: say the minimum

Use silence and brevity to appear more powerful and in control.

In business, less talk often translates to more power. The ability to listen and speak selectively makes you more authoritative.
Entrepreneurs should be cautious about what they say and how much they say. One hasty statement can have far-reaching consequences.
Inversely, businesses can use verbosity to divert attention and appear less threatening.
In certain situations, being vocal, entertaining, and engaging can be a powerful strategy to disarm suspicion and present themselves as approachable.
Exercise caution with sarcastic remarks: the momentary satisfaction gained from biting words can outweigh the potential long-term costs.

Law 5: take care of your reputation

Reputation is a crucial element in wielding power and influence that can be carefully cultivated to protect and manipulate.

Reputation influences how investors, customers, and partners perceive you and your company.
First impressions are often critical, and a founder’s actions and behavior can significantly impact how they are perceived, so be mindful of how you present yourself in public.
Focus on establishing a clear and distinct reputation based on a single outstanding quality or trait: innovation, honesty, efficiency, etc. A strong reputation is a differentiator.
A positive reputation opens doors, instills trust, and makes negotiations easier. Use it to build partnerships and gain more credibility.
Collaboration with respected individuals or organizations have a whitewashing effect enhancing your own reputation.
When under attack, avoid reacting defensively or angrily. It’s better to take the high road and maintain confidence in your reputation.
When attacking a competitor’s reputation, founders should exercise caution and not go to extremes, as it may harm their own image. Subtler tactics like satire and ridicule can be more effective without damaging their own standing.

Whether we want it or not, we live in a society where other people’s opinions matter. It’s vital to take an active role in shaping how others view you.

Law 6: stand out

Startups can benefit from creating a controversial image to draw attention. Being slandered is often better than being ignored.

Associate your name and reputation with a quality or image that sets you apart from the competition: a distinctive style, personality quirk, unique selling proposition, etc. to become your place in the market.
Don’t let your brand become predictable. Disrupt expectations to keep the public’s interest. When people can’t predict your actions, they respect you more and stay engaged with your brand.
If you’re in a lowly position, challenge the most visible and powerful players in your industry to put you in the spotlight.
If you fade into the background or become too predictable, you risk losing your audience. Keep your gestures, actions, and products large, amusing, and perhaps even scandalous to maintain the focus on your startup.
Attention should be backed by genuine merit―live up to the hype you generate. Quality is crucial for long-term success.
In a world filled with predictability, mystery can set your startup apart. Don’t reveal everything, leave room for interpretation and anticipation. Create intrigue.
Avoid scandals that could damage your reputation or challenge those in higher positions. Maintain a sense of control.
Don’t be overly desperate for attention as it signals insecurity.

Law 7: outsource work but take credit

Use the assistance, knowledge, and efforts of others to advance your own goals.

Surround yourself with talented individuals who can contribute their unique skills and expertise. Use the knowledge and experiences of those who came before you.
Take credit for your business’ successes, but also be careful not to overshadow the contributions of your team members: recognize and reward hard work to foster a positive work environment and long-term loyalty.

Law 8: make other people come to you

Make others come to you instead of constantly pursuing them: the one who controls the situation is the one who has the power.

Control the initiative: rather than constantly reacting to competitors and market changes, set traps and strategies to make others come to you.
Wait for the right moment. Resist the urge to chase quick victories and instead focus on long-term goals.
It’s crucial for founders to stay composed in the face of challenges and provocations. Emotional responses can lead to hasty decisions.
Encouraging others to come to you puts them on unfamiliar ground, which can work to your advantage. Host meetings, negotiations, or any interactions where you feel familiar and in control.
Use bait to attract people to your proposals: freebies, discounts, etc.
Timing is crucial in deciding whether to make others come to you or to take the lead. Be willing to shift tactics as the situation demands.

Law 9: actions speak louder than words

Rather than engaging in heated arguments, demonstrate your ideas, services, or products through actions. Actions have a more significant impact and are less likely to create resentment or misunderstandings.

Think about the long-term effects of your actions on others. Arguments may create temporary agreement but can lead to lasting ill will. Actions that demonstrate your point can leave a more positive and lasting impression.
Use visual and physical proof to support your ideas.
Instead of just arguing your point, make people feel the emotions and experiences related to your message. This visceral demonstration can be more powerful than words alone.
Use symbols to convey powerful messages without the need for words. Consider the emotional significance of symbols in your communication and persuasion strategies.
Not every disagreement requires a demonstration or argument. Save your energy for situations that truly matter in the long run and let time and experience clarify your point.
Engage in an argument with conviction to distract from deceptive actions.

Law 10: avoid negativity

Emotional states are as infectious as diseases so avoid those who are unhappy and unlucky because their behaviors will influence and harm you.

Your choice of people to associate with is crucial. Surround yourself with positive, motivated, and supportive individuals, or people who possess qualities and traits that you want to develop in yourself.
Be cautious of individuals who consistently exude negativity, chronic dissatisfaction, or unhappiness. They will drain your energy and hinder your progress.
Don’t fall into the trap of trying to help or change infectors. It’s difficult to change them and you’ll likely be negatively influenced.

Law 11: keep people hooked

To maintain your independence and power, it’s essential to make people rely on you for their happiness and prosperity.

Foster relationships in which both parties depend on each other. In the startup world, this can be achieved through partnerships, collaborations, or offering services that other businesses require for their success. This mutual dependence can provide a competitive advantage.
Founders should cultivate skills or products that set them apart from the competition. Your distinctiveness can make you a valuable asset and deter others from seeking alternatives. Aim for monopolies.
Hold valuable information. This could translate to possessing data, insights, or market knowledge that others need.
Choose Fear Over Love. Fear can be controlled and can maintain dependence, while love can be fickle and unreliable. In business, focus on delivering value and ensuring that the consequences of losing your services are undesirable for others.
Trying to achieve complete independence can lead to isolation and create powerful enemies. Embrace interdependence.

Law 12: disarm with honesty and generosity

Give before you take. Offer a gift, a kind favor, or an honest admission, before making a request. This softens the ground, reduces resistance, and creates a distraction.
Build a reputation for honesty with a series of inconsequential acts that create the perception of integrity.
Few people can resist a gift, and it can disarm even the most hardened individuals. Targeting someone’s emotions with acts of kindness can break down resistance and make even stubborn adversaries more compliant.
If people perceive insincerity in your actions, their gratitude can turn into intense distrust and hostility. Use with caution.

Law 13: appeal to people’s self-interest

When seeking assistance, whether it’s from potential investors, partners, or mentors, highlight how your request or collaboration can benefit the other party.

Tailor your approach to the individual you’re seeking help from. Recognize their motivations, whether they are driven by money, power, reputation, or other factors.
People you approach for assistance may come from different backgrounds or have contrasting values. Regardless of these differences, the language of self-interest is universal. It can bridge gaps and facilitate collaboration by addressing common human needs and desires.
Some may respond well to appeals to their self-interest, while others prefer opportunities to display their good-heartedness and generosity.
Some individuals, especially those in positions of power, may appreciate public displays of generosity and charity. If they seek to be seen as philanthropic, provide them with opportunities to do so without reservation.

Law 14: pose as a friend, work as a spy

Having information about your competitors and the market is essential to make strategic decisions.
Building strong relationships and engaging with people can help you gather valuable insights. During social interactions, when people are less guarded, you can subtly discover their true intentions and weaknesses.
Aim to be the primary source of intelligence about your competitors. While using other people to gather information is an option, it’s riskier. Being the spy yourself allows you to maintain control and discretion over the information you obtain.
Just as you gather information, be prepared for others to spy on you. Use the tactic of disinformation by planting false information to mislead your competitors. It’s a way to protect your own secrets and gain a strategic advantage. Control the narrative.

Law 15: don’t leave room for revenge

Competitors can become formidable enemies. To secure your position and prevent future retaliation, it’s often necessary to aim for total victory rather than settling for partial success. Leaving room for your competitors to recover can be detrimental in the long run.

Being too lenient or allowing your competitors to negotiate may weaken your position. It’s often better to give them no room to maneuver, making it more likely that they will have to accept your terms.
Not everyone can be won over. Some individuals or companies will remain your enemies, no matter what you do.
Sometimes, allowing an enemy to destroy themselves or providing them with an escape route can be strategically advantageous.
Avoid crushing an enemy to the point of extreme bitterness, as this may lead to prolonged and vengeful plotting.

Law 16: use absence

Excessive visibility can lead to diminishing value, while controlled absence can create a sense of scarcity, increasing the perception of worth.

Entrepreneurs can apply this principle by making their products or services rare and hard to find in the market. This approach can increase the perceived value of their offerings and attract more attention from potential customers.
Just as those in power should recognize the right moment to retire, startup founders should be attuned to the market and know when to step back or pivot their business. A well-timed shift or absence from the market can help regain respect and adapt to changing circumstances.
Image and perception play a critical role. Maintain a strong and positive image in the market, as absence can only work to your advantage once your presence is firmly established.

Law 17: be unpredictable

By breaking patterns in your actions, decision-making, and communication, you can capture the attention and curiosity of customers, investors, and competitors. This can generate buzz and conversations. People will talk about your company, trying to decipher your motives and explanations, which can help maintain your presence in their minds.

While maintaining some level of predictability can be useful for setting expectations and establishing a brand image, occasionally breaking these patterns can lead to unexpected victories.
Inversely, being overly unpredictable can be seen as a sign of indecisiveness or instability, which can deter potential supporters.

Law 18: don’t isolate yourself

Building walls of isolation can be counterproductive. Isolating oneself from the external world makes you an easy target and limits your flexibility, ultimately leading to vulnerability.

To wield power effectively, position yourself at the center of things. Ensure that you are aware of what’s happening in your industry, market, and community. This applies to entrepreneurs who should stay informed about trends, competition, and customer preferences, enabling them to make strategic decisions.
In uncertain and dangerous times, resist the urge to turn inward and isolate. Instead, actively seek out new contacts and maintain existing relationships. For startups, this translates to consistently networking, engaging with people, and expanding their reach.
Retreat means becoming vulnerable to rebellion. Stay accessible and responsive to customer and employee needs.
While isolation can facilitate clear thinking and perspective, it can also lead to corrupted ideas. Startup founders should recognize the balance between solitude for reflection and the need for social interaction to maintain a balanced perspective.

Law 19: don’t judge people by their appearance

People come in various personalities and temperaments. One strategy won’t work for everyone in the same way.
Know your audience on a deep level to make informed decisions, avoid costly mistakes, and build more effective relationships.
Rely on facts rather than instincts.
Don’t take appearances at face value: dig deeper to understand the true nature of potential collaborators.

Law 20: don’t take sides

Startup founders should avoid committing too quickly to partnerships, investors, or specific strategies. By staying independent and not tying themselves down, they can maintain power and influence, making others pursue them.
Refusing to commit can enhance one’s image. Founders can create an aura of power by making themselves ungraspable.
Creating desire and anticipation is important to keep people interested.
Taking a side makes you vulnerable to changing circumstances in turbulent times.
Don’t get involved in the petty fights and squabbles of others. Appear interested and supportive while remaining neutral and uncommitted.
Let others exhaust themselves in conflicts before making strategic moves.
Avoid rushing to align with the stronger party in a conflict, as it can be risky, and the outcome is uncertain. By playing a waiting game, founders can position themselves for success regardless of the conflict’s resolution.
Even when appearing committed, founders should preserve their inner independence, always having the option to leave and reclaim their freedom if the situation deteriorates. This keeps their alliances based on their terms and interests.

Law 21: play dumb

Appear less knowledgeable or ambitious than you actually are can disarm competitors. By downplaying your intelligence and ambitions, you can often catch others off-guard and seize opportunities without raising suspicion.

Many people have a strong desire to feel smarter and more sophisticated than those around them. Use this to your advantage by allowing them to believe they are intellectually superior. This can make them more receptive to your ideas and proposals, ultimately benefiting your startup.
Reveal your true capabilities when you need to assert authority or knowledge to navigate a complex issue or escape a difficult situation.
On the contrary, projecting confidence and authority by feigning expertise can be used to convince others and gain their trust.

Law 22: use tactical retreats

Reacting aggressively to every challenge or competition is not always the best approach. Instead, consider the strategic use of surrender where you temporarily yield to your competitors or market pressures. This can give you time to regroup, study your opponents, and plan your next moves effectively.

Startups often overreact to the actions of rivals, creating unnecessary problems. By practicing self-control and avoiding immediate aggressive responses, you can confound your competitors who expect you to retaliate. This approach allows you to maintain a sense of control and craft a well-thought-out counterstrategy.
You can use surrender to gather valuable insights about their competitors, customers, and market trends. This information can be a powerful tool for planning a comeback or launching a disruptive move.
Surrender to gradually adopt the strengths of your competitors while maintaining your core values and culture. Startups can use this approach to learn from successful companies, adapt to market changes, and eventually surpass their rivals without direct confrontation.

Law 23: focus on one thing

Concentrate your efforts and resources on a core objective. Trying to do too many things at once reduces effectiveness. Focus on your core strengths and the most promising opportunities.

Building strong relationships with a single, powerful patron or investor can be more beneficial than seeking support from multiple sources. Over time, your loyalty can lead to the patron becoming dependent on your services, providing stability.
Identify who truly holds the power within an organization or industry. Knowing the key decision-makers and influencers allows you to direct your efforts effectively.
Also be prepared for unexpected changes or the loss of a key supporter. Diversify your network and resources to reduce risk. This is particularly relevant for startups that rely heavily on a single client or investor.
Don’t become so single-minded that you lose creativity or flexibility.

Law 24: master court politics

Just as excessive self-promotion can breed suspicion in court politics, startup founders should be cautious about boasting too much about their achievements. Modesty and humility are generally preferable, allowing your work to speak for itself.
Startups often require a lot of effort, but founders should make it appear effortless. People prefer to see the results of hard work without witnessing the toil. This can help maintain an image of being a capable and talented leader.
While acknowledging and praising superiors is important, excessive flattery can backfire. Startup founders should learn to offer praise indirectly and focus on downplaying their own contributions to make their superiors look better.
Just as courtiers needed to be noticed by the ruler, startup founders must find ways to stand out in a competitive market. This requires not only providing a quality product or service but also crafting a distinctive image and style that makes your startup memorable.
Avoid bringing negative information to your superiors whenever possible. Negative news can be off-putting, and it’s better to deliver positive updates that keep your stakeholders happy. Creating a positive, enjoyable experience can set your startup apart and attract loyal customers.
Staying relevant and up-to-date with the trends and expectations of your industry is essential. Being too backward or too forward-thinking can hinder your ability to connect with your audience.

Law 25: re-invent yourself

Don’t feel bound by conventional norms or predefined roles. Embrace the opportunity to redefine yourself and your business’ identity. Create a unique brand for yourself.

But be versatile in your roles and adapt your behavior to suit the situation.

Law 26: keep your hands clean

Maintain a clean and blameless image in both personal and professional life.

Mistakes are inevitable in the business world. Instead of owning up to these mistakes, consider using scapegoats to take the blame when necessary.
It’s important to select the right person or entity. They should be someone who won’t pose a significant threat to your position and can easily be associated with the blame. But avoid creating martyrs.
Effective leaders understand that constant involvement and appearing overburdened can be seen as a sign of weakness. Learn to delegate tasks and responsibilities to the right people, allowing you to focus on strategic aspects of the business. Delegating effectively not only eases your workload but also projects an image of competence and strong leadership.
Avoid personally engaging in unpleasant or questionable actions whenever possible. Employ others to carry out such tasks. This helps maintain your reputation and image as a leader who brings positive results and avoids negative actions. Let others take the lead in executing your plans.
On occasion, it might be advantageous to reveal yourself as the one doing the unpleasant work, especially when you want to demonstrate your commitment or instill fear in your subordinates.
Offering assistance in a subde and gracious manner can earn you immense respect and loyalty. Providing aid that shields your master or peer from unpleasantness or danger can lead to long-term benefits.

Law 27: create a cult

People have a strong need to believe in something. To build a dedicated customer base or following, founders should provide a compelling vision or cause that resonates with their audience’s beliefs and desires.
Use language that is both vague and promising, as well as enthusiastic and emotionally appealing. This can help in crafting compelling narratives and marketing messages that attract and retain customers.
Engage customers on multiple sensory levels including visual, auditory, and even olfactory experiences to make the product more memorable and appealing.
Incorporate rituals and hierarchy into a startup’s community or customer base can foster a sense of belonging and loyalty. This can be achieved through loyalty programs, exclusive events, or tiered memberships.
Hiding the source of income or exploiting customer enthusiasm can lead to mistrust and backlash. Being upfront and ethical is essential.
Building an “us-versus-them” dynamic, where customers feel they are part of an exclusive club with common goals, can foster a stronger sense of belonging and commitment. Founders should be cautious not to vilify outsiders, but rather emphasize the shared values within the community.
Just as charlatans in the past had to adapt to changing circumstances and keep an eye out for doubters, startup founders should continuously adapt to market changes, listen to customer feedback, and be prepared to pivot when necessary.

Law 28: don’t be half-assed

When you have doubts about a course of action, it’s better not to attempt it. Boldness and audacity are often more effective, and any mistakes made through audacity can be corrected with more boldness. Startup founders should not let fear or hesitation hinder their decision-making and actions.

In negotiations and business, audacious moves can hide deficiencies and make your proposals more convincing. Asking for more than you initially planned can lead to surprising results. Entrepreneurs should be bold in their business strategies and not settle for mediocrity.
Bold moves make you appear larger and more powerful, inspiring fear in others. By establishing a precedent of boldness, you can maintain a position of strength in business interactions.
Starting an action with less than total confidence can lead to confusion and more problems when issues arise.
Boldness is a skill that can be developed and refined. Startup founders should practice being bold in their decision-making, especially in negotiations and setting prices. Overcoming timidity and fear is essential for success.
In some situations, feigning timidity can be a powerful strategy. It can lure people in, only to be followed by bold and decisive action later.

Law 29: plan until the end

Plan with a long-term vision. Rather than getting caught up in short-term gains, founders should think far ahead, anticipating challenges and opportunities that may arise as the business evolves.

Businesses often face the pressure to make quick decisions, but avoid impulsive actions. Take a step back, consider the bigger picture, and assess the potential consequences.
While it’s essential to have a clear goal and a detailed plan, startups must remain flexible and open to adapting when circumstances change. Building alternative routes to the goal allows for greater adaptability without losing sight of the endgame.

Law 30: make your actions seem effortless

Strive to make your actions and accomplishments seem effortless, even if they involve a significant amount of work and effort. This illusion can impress and attract others to your business.

Avoid revealing all your strategies and hard work to the public. Mystery and secrecy can make your startup appear more powerful and exclusive. People may believe you have untapped potential and unique skills, enhancing your reputation.
Just like the Renaissance artists who concealed their work until it was perfected, aim for grace and natural beauty in your business operations. Strive for a calm and graceful approach, which can set your stakeholders at ease and create a perception of authenticity.
In some cases, partial disclosure of your strategies and techniques can engage and delight your audience, making them feel involved.
Don’t take the need for secrecy too seriously, as it can create an unpleasant or paranoid impression. Keep a lighthearted spirit while concealing your efforts and strategies, as this can make your actions more relatable and engaging.

Law 31: control the options

Startup founders should learn how to craft choices for customers or investors that make them feel in control while ultimately benefiting the startup. By giving the illusion of options, founders can guide decisions in their favor.
People prefer a limited range of options because too much freedom can lead to anxiety and decision paralysis.
It can be beneficial to allow customers or competitors a degree of freedom: founders can closely observe their actions, gather information, and plan more effective strategies in the long run. Watch and learn.
It’s generally more effective and elegant to avoid exerting power directly, even if you have a strong position.

Law 32: play to people’s fantasies

People often seek escapism from the challenges and monotony of daily life. As a startup founder, consider how your product or service can offer an escape, a break from the mundane, or a solution that provides a sense of adventure or relief from boredom.

Recognize that people are drawn to fantasies of dramatic and instant transformation. If your startup’s product or service can promise significant positive change without excessive effort or time, it can attract a strong following. Emphasize how your solution can lead to rapid and impressive results.
Keep your offering somewhat mysterious. Avoid being too direct or transparent about your product or service. Allowing potential customers to dream, desire, and imagine what your solution could bring to their lives can generate more interest and engagement. Keep the fantasy alive by not letting it become oppressively familiar.
While playing to people’s fantasies can be effective, avoid making promises that are too unrealistic. Overpromising and underdelivering can lead to disappointment and harm your reputation. Be sure your startup can deliver on the core value proposition you’re presenting to your customers.

Law 33: everyone has a weakness

Observe non-verbal cues and subtle gestures, as they can reveal a person’s thoughts and weaknesses.
Actively listening and showing genuine interest in others can encourage them to open up.
When you suspect someone has a specific vulnerability, probe the subject indirectly.
People often hide their weaknesses behind overt traits or behaviors.
Recognize and address emotional voids, especially insecurity and unhappiness, in people you deal with.
While exploiting weaknesses can be powerful, exercise caution when dealing with uncontrollable emotions like fear, greed, or hatred. These emotions can lead to unpredictable actions that may lead to unintended consequences.

Law 34: act like a king to be treated like one

Act with the confidence and self-belief that you are destined for greatness. This mindset radiates outward and influences how others perceive you to inspire trust and support.
Regardless of the situation, always maintain your dignity. Dignity demonstrates a sense of regal bearing and sets you apart from others. Handle challenges with grace and composure to earn respect and credibility.
Don’t be afraid to set high expectations and demand what you believe you are worth. This demonstrates your confidence and can lead to better outcomes.
By going after the highest person in the hierarchy or giving valuable gifts to influential individuals, you create an appearance of equality. This strategy can help you build beneficial relationships.
It’s up to you to determine your worth. When you ask for more, you signal that you are confident in your abilities. Even if you face rejection, the respect you gain for your confidence can lead to future opportunities.

Law 35: get the timing right

Avoid appearing rushed or impulsive. Patiently wait for the right opportunities and control your emotions to slow down your perception of time. This can lead to better decision-making and a more comprehensive view of the future.
Impulsive actions can create more problems than solutions. Wait for the right moment.
Success in startups often requires time to build a solid foundation. Don’t be a “flash in the pan” and ensure that each deal or project is completed before moving on to the next one. Slow and steady progress is more likely to result in lasting success.
Slowing down allows founders to gain perspective on the industry, market trends, and competition. Avoid mistaking surface phenomena for real trends by taking a less emotionally charged approach to assess the larger picture.
Founders can use the power of timing to their advantage by making others wait or hurrying them when needed. By controlling the clock, they create opportunities for themselves and disrupt their competitors’ plans. Deadlines can be powerful tools in negotiations and decision-making.
While patience is essential, founders must also know when to act swiftly and decisively to bring matters to a conclusion. This combination of patience and assertiveness is key.

Law 36: ignore what you cannot have

The more you desire something or pay excessive attention to it, the more elusive it becomes. Maintain a degree of detachment from outcomes and avoid obsessing with immediate success. This approach can help you appear more confident and attractive.
Demonstrating contempt for what you can’t have or for minor irritations can be a strategic move. It can make your competitors or detractors respond by desiring your attention or seeking to engage with you. This tactic can be especially useful in building intrigue or creating leverage in business negotiations.
Instead of rushing to fix every mistake, sometimes it’s wiser to leave them alone. Overreacting to problems can attract unnecessary attention and make the issues seem worse than they are. Founders should prioritize which mistakes to address and which to overlook, considering the long-term impact on their business.
When faced with attacks or criticism, responding with indifference or sweetness can deflect attention and make you appear less affected. This tactic can be particularly useful when dealing with detractors, critics, or competitors.
If you make a mistake, avoid overapologizing. Treating your mistake lightly and not making excuses can signal confidence and minimize the impact of the error.
While showing contempt publicly, keep an eye on small problems privately to ensure they do not escalate into serious challenges. In business, identifying and addressing issues when they are still small is crucial for preventing potential disasters.

Law 37: live with panache

Businesses should recognize the power of visual communication. In a world dominated by images and symbols, using compelling visuals in marketing, branding, and product design has a profound impact on attracting and retaining customers.

Humans primarily rely on visual perception.
Symbols transcend language and cultural barriers, making them an effective way to connect with a diverse audience. A shared symbol or mission can create a sense of belonging and motivation among team members.
People are drawn to grand, spectacular displays: events, product launches, and marketing campaigns should aim to captivate and awe the audience. By appealing to the emotions and senses, startups can stand out and make an impact.

Law 38: think as you like, but behave like others

It’s often best to blend in with prevailing industry standards and practices. By doing so, you can avoid unnecessary conflict or resistance from potential partners, investors, or customers who might be uncomfortable with unconventional approaches.
Just because you conform outwardly doesn’t mean you have to compromise your unique ideas and beliefs. By blending in, you can preserve your inner freedom to think and act according to your vision while not alienating others.
Leaders should be adept at displaying a common touch and familiarity with their audience: understand and relate to the values and perspectives of your customers and stakeholders, even if your own beliefs differ.
Adapt your behavior to fit the group you are interacting with to build rapport and effectively communicate your ideas without appearing hypocritical.
It’s advisable to stand out and express your uniqueness only when you have already achieved a secure position of power and influence. Prior to that, conforming to established norms can help you gain the necessary support and resources to reach a position of strength.
If you choose to defy convention or challenge the status quo, do so strategically and be prepared for potential consequences. While being a gadfly can draw attention, it requires a unique talent or charisma to avoid alienating others.

Law 39: use anger to your advantage

Emotions can run high, especially when facing challenges or dealing with competitors. It’s crucial for founders to stay calm and objective. Avoid letting anger and emotion cloud your judgment, as they are counterproductive.

If you can make your competitors or adversaries angry while remaining composed, you gain a strategic advantage. Angry people often appear unreasonable and lose respect. Use their loss of control to your benefit by maintaining your own composure.
Startups face criticism, setbacks, and competition. Don’t take things personally. Instead of interpreting these challenges as personal attacks, view them as part of the game of power. Understanding that many factors contribute to people’s reactions can help you detach from personal feelings and focus on strategic responses.
When faced with a hot-headed opponent, silence is your best response. The ability to remain indifferent and unprovoked while others lose their composure can be infuriating to them and demonstrates your strength and dignity.
Avoid provoking adversaries who are too strong to gain anything from their anger.
In some instances, a well-timed burst of anger can be advantageous, but it should be carefully manufactured and under your control.

Law 40: there is no free lunch

Founders should be cautious when dealing with seemingly free or low-cost opportunities, products, or services. They usually come with hidden strings attached, leading to complications, compromises, and even potential harm to the business. Always consider the full cost and implications of such offers.
Giving the appropriate gift can put recipients under obligation. Startup founders can use this strategy to build relationships and win allies, although it should be done with a specific goal in mind. Generosity can soften people and create a positive reputation.
Recognize and be cautious of individuals who exhibit traits like greed, obsession with bargains, financial sadism, or indiscriminate giving.
Entrepreneurs can use the allure of easy money or exceptional value to attract customers.
Money is not just a transactional tool; it carries psychological and sociable elements. Be aware of the emotional impact money can have on customers and business partners.

Law 41: don’t remain in your predecessor’s shadow

Strive to carve out their own identity and path. Avoid replicating the strategies and styles of successful predecessors, as imitation can stifle innovation and limit your growth.

Be open to change and innovation. Don’t be afraid to break with tradition and adopt new methods or approaches.
Look for gaps in the market. These vacuums represent opportunities to establish yourself as the leading figure, unburdened by the past.
Always remain vigilant and resist the temptation to grow complacent once your business becomes successful. The shadow of past success can be as dangerous as that of past failure. Continuously reinvent yourself and your business to stay ahead in the market.
Pay attention to emerging competitors and younger talent in your industry. While you might have rebelled against your predecessors, be prepared for others to do the same to you.

Law 42: strike the leaders first

It’s crucial to recognize and address disruptive individuals within the organization promptly. These could be employees who undermine morale or hinder progress. Isolating such trouble sources can prevent the escalation of problems.
Power within a group is not evenly distributed. There are often one or two key figures who hold significant influence.
Isolation can be a strategic move. Instead of directly confronting competitors or disruptive elements, find ways to isolate them from their support base. This tactic can weaken their position and make them more vulnerable.
In the early stages of a startup or during critical times, founders should stay actively involved. Absence can signify weakness and lead to a loss of power. Staying present and engaged is essential for maintaining control and influence.
Be cautious about isolating your enemies in a way that could make them resentful or vengeful. It might be wiser to keep them on your side, observing and undermining their support subtly, so that, if needed, you can disengage them without retaliation.

Law 43: appeal to emotions

Coercion can lead to negative reactions, so instead of forcing your will on others, seduce them into wanting to support your startup. Building genuine loyalty and cooperation is more effective than compulsion.
To win people over, understand what makes each person unique and play on their individual psychology. Focus on primary emotions like love, hate, and jealousy.
Providing pleasure, relief, and a sense of security can be powerful tools for persuasion. If people expect pain but you offer them pleasure, you’re likely to win their hearts and minds.
Small gestures of goodwill, even symbolic self-sacrifice, can make people identify with you.
Expand your network and support base as much as possible. The more allies you have at all levels, the stronger your position. Even seemingly insignificant allies can be essential in times of need.

Law 44: mirror your interlocutor

Mimic your competitors to blind them with their own reflection. By doing what they do, you can neutralize their strategies. This technique can be useful in competitive markets where differentiation is challenging.

Follow your competitors’ actions discreetly to gain valuable insights into their habits and routines.
Understand your customers, investors, or partners deeply and reflect their desires and values. Show that you genuinely understand their needs and wants, which can lead to trust, loyalty, and even a sense of admiration.
Instead of merely complaining about unfair treatment or behavior, mirror those actions to make the culprits realize the consequences of their actions. This can be a subtle way to address grievances or unfairness, whether dealing with employees, competitors, or partners.
Be cautious about situations that mirror past events or people, especially if those associations are negative.

Law 45: advocate for change, but never change too fast

When introducing changes, it’s essential to respect tradition and maintain certain appearances. Acknowledge the past and incorporate elements of it into your innovations to ease the transition.
Don’t be afraid to reinterpret the past to support your cause. Use historical references or familiar terminology to establish credibility and acceptance.
At the beginning, present your ideas as building upon the existing foundations rather than entirely new concepts. This approach can reduce resistance and opposition, allowing your innovations to take hold gradually.
Keep an eye on the prevailing trends and cultural atmosphere of your time.
Significant disruptions can create a void that unsettles people. Fill this void with new rituals, traditions, or familiar elements that soothe and reassure your stakeholders.

Law 46: use imperfection

Envy is a natural human emotion, and people may envy your success. Instead of ignoring or denying it, use envy as a motivator to push yourself to greater achievements.

As you gain power and success, those below you may feel envious. Avoid alienating them by appearing unambitious, emphasizing luck, and downplaying your achievements. Maintaining their support is essential for long-term success.
To deflect envy, display humility, and portray your position as a heavy burden or sacrifice for the greater good. This can elicit pity rather than envy, making it easier for others to support your success.
Once you recognize envy, be cautious about helping or doing favors for those who envy you. They may perceive it as condescension, exacerbating their feelings of inferiority.

Law 47: learn when to stop

Successful entrepreneurs should avoid becoming emotionally overwhelmed by their victories. Instead, they should maintain their composure, reflect on their success, and be open to adapting their strategies as circumstances change.

Both good and bad luck can impact your startup’s journey. Prepare for the possibility of setbacks, as success can lead to overconfidence and vulnerability when the tide turns.
Don’t stick to a single approach. Change course when necessary to maintain your competitive edge.
In a startup, especially when working for an investor or superior, measure your victories carefully to avoid making your benefactor suspicious. Be mindful of not appearing as a potential rival and establish a pattern of strict obedience to gain trust.
If someone grants you a favor, whether it’s a mentor, investor, or partner, don’t push for more immediately. Accept it graciously and earn subsequent favors through your actions and performance.
When your startup achieves a significant milestone or success, resist the urge to push further immediately. A well-timed pause can leave a lasting impression and prevent overreaching.

Law 48: be formless

Adaptability is key. Businesses face uncertainty but founders need to respond to unexpected challenges and opportunities.

As businesses grow, they can become more susceptible to rigidity and complacency. Founders should remain vigilant against becoming too set in their ways and should be open to change and adaptation, even if it means letting others take the lead.
While it’s valuable to seek advice and guidance, founders must also trust their own judgment and instincts. Don’t be too reliant on external philosophies and traditional wisdom; sometimes, it’s necessary to break free from the norm.
While formlessness can be a powerful strategy, it should be used in conjunction with focused, well-planned actions when the time is right.