As all politicians know, manipulating and controlling people becomes easy when you know what motivates them. Everyone idolizes something—most often fame, fortune, pleasure, or power. For many, this prime-moving motivation hides more deeply than the surface persona crafted by dogma and culture. It rules from a dark, hidden, and secret core of egocentric inclinations. When an external force or person understands a person’s dark, ruling passion, they easily appeal to it with words and images, tempt them into motion, checkmate their will, and capture their freedom. Understanding these basic and everyday-used techniques can help immunize us from the nearly constant manipulations of advertisers, rivals, and everyone else in our lives.