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. The business side of hustling was relatively easy to figure out. But strangest and most impenetrable of all was the world of the drug users themselves. the clientele upon which 177 - .HYSICALLY INSTINCT. -malcolm X Starting out as a drug dealer at the age of twelve.'ill 1IIIrlUilitlUIIIIIUllllllllilitlUIllnUIIIUlllillUIIIIIIIIIIIIIIIIIUIIIIIUllltlUlllllIllllnUIIIIIIIIIIIU u IIIIIIIIIIIUlIIIIIUIIIIlIlllltUlllUU :1!)oob (!Economics '1IIIUlIIIIIIlIIIIIIUIIIIUlIIIIIIIIIIIIIIIIIIIIIIIIIUIIIIIIIIIILlIlllllIllllllIllllUlllllfIIllllmllllllllllllllllllllllllllllUl11IIIIIIIfIIIIIIIIIIIIUlI I KNEW THAT LEFT THE THE GH:ETTO GHETTO ANY IN MORE PEOPLE SPIRI. GHETTO'S AND I COULD SPEAK UNDERSTAND LANGUAGE.T. THAT NE. Curtis jackson faced an unfamiliar world that contained all kinds of dangers. NO'RMAL AND IN I COULD A GHETTO BEYOND tllENCE. THAN KNEW AN"D I HAD I TO. the big-time dealers. WAS GHETTO TENSION FOR INSTANCE. the police-who could be tricky.VER I HAD F'EEL AU~ THE I NEVER L:EFT A IF IT P. It was the people. the various actors in the game-the rival hustlers.

Feeling somewhat desperate. the fiends were su~denly avoiding him and he could not figure out why." What this means is the following: whenever you get a batch of drugs. It's just about money and numbers. They're afraid of getting too close to the customer-that might force them to reassess their ideas and methods. They tell you right there on the spot whether the stuff IS good or bad.50 CENT Rub R08E='RT GREENE his business depended. and those who the Inside. you don't see any of this and your hustling is purely mechanical and dead. you separate a portion of it to give out for free to certain fiends. On one particular occasion. Curtis could get inside their way of thinking because they all operated with a degree of rationality. but this aspect of hustling bothered him. They saw in them the weaknesses and dependence that could befall anyone who succumbed to addiction. he explained. whatever it took to unload the drugs. he went Into full hustling mode. he might have to steal to get the money. All he k~ew was that he could not sell a batch of drugs that he had on consignment. If he was around the fiends t~o much he could become a user himself Curtis understood this and kept his distance from them. He's not afraid of the fiends. to even flirt with drug use could destroy such power and lead him down the slippery slope towards dependence. But the drug fiends seemed to be dominated by their needs. or connect. he wants to find out what's gomg on in their heads. Under such an arrangement. Many dealers developed a kind of phobia of the fiends. they will spread the word through their own networks. Dre explained to Curtis that in his experience there are two kinds of hustlers in this world-those move to who stay on the outside. had given him the drugs for free. offering all kinds of discounts. he had studied economics on his own). and ~ 179 ~ . and he seemed to have an especially good rapport with the fiends. The hustler relies on his razor-sharp mind. he told Curtis. The outside types never bother to [earn any- thing about their customers. working night and day. Their behavior could be erratic and even downright frightening. he would return a specified amount of the earnings to the connect and keep the rest as profit. Because you remain on the outside. But in this instance it looked like he would not make nearly enough to pay back the connect. The snpenor hustler moves to the inside. With rival hustlers and the police. If their feedback IS positive. an older hustler who had lasted art unusually long time dealing drugs on the streets. Drug users are no different from anyone else. you have to first put into practice one of the oldest hustling tricks in the bookthe "tester. They have phobias and bouts of boredom and a whole inner life. once he sold the entire lot. They have no concept of psychology or the nuances of people's needs and demands. He managed to make back just enough. a higher-up source. and they could turn unfriendly or violent at any moment. That could prove damaging to his reputation and lead to all kinds of trouble. Perhaps the qual~ 17S ~ ity of the batch he was selling was inferior. but it was a dose call. He was considered a sharp businessman (in prison. but how could he tell beforehand and how could he prevent this from happening again and again? One day he sought the advice of a man named Dre. To raise your game.

They valued convenience and fast transactions. He discovered something else-spending much of their time on the streets. coming from a fellow user. tbe more he began to sense that this represented much more - t8t - . Soon this website transformed itself into a social networking site. But you must always operate with feedback on the quality of your product. Otherwise you will not survive on these streets. He thought of it as a way to market his music and merchandise directly to the public. With this growing body of knowledge he could play to their needs and manipulate their demand. and loved the thought of any kind of deal. without the screen of his record label. They supply you with valuable information about any kind of change in tastes that arc happening. Knowing so much about the neighborhood gave him a feeling of great power. Curtis quicklv incorporated this system and soon discovered that the drug fiends were not at all as he had imagined. not really sure if it would connect anymore with his audience. and managers and industry people who saw in him only dollar signs. He could no longer hang out on the streets or get firsthand looks at the trends that were just starting up. but the distance separating them was growing. All of this meant that he was fiying blind with his music. they were a great source of information about what was going on with the police.I'. or the weaknesses of rival hustlers. ~ After the remarkable success ofhis first two commercial albums.NT anb ROBI'.Maintaining a close connection to the tastes of his fans. 111 use it to cultivate re- lationships with your most reliable fiends. Other stars seemed to not mind this. They became erratic only when you were not consistent in your dealings with them. was fadmg in this new environment he now inhabited. From this inside position. They were the source of his energy and spirit. you will have to adjust and find some way to cut it. Then in early 2007. If the feedback is negatIve. than reports from a hustler hyping his own stuff. such reports arc so much more credible. with the capsules simply loaded with dust). Cur tis (now known as 50 Cen t) stood on top of the music wor Id. wanted something new every now and then.NI'. to ofTer"i1lusio[ls" (apparent two for one deals. something they had never heard before.00 CE. Once you have this system in place. His main interactions were with people in the corporate world or other stars. but his sense of connection. like Facebook for his fans. He was surrounded by flatterers who wanted to be in his entour2ge. he decided to start up his own website. so vital on the streets. Talking to them you get all kinds'6f ideas for marketing schemes and new angles for hustling. You gain a feel for how they think. the whole game explodes into s. YOLl campaign on the streets of New York. wh ich was proving quite inept in adapting to t be In ternet age. Later he would translate this same strategy to music and his mix-tape . but there seemed to be no way out.ossib\[ity.omething creative and ~Iive with p. whatever It takes to unload it. he would alter his music to their responses and create the kind of sound that had a visceral appeal.180 - fact.RT GRI'. Fifty felt the opposite. and the more he delved into it. They were afraid of coming back down to earth.. they enjoyed living in this kind of celebrity bubble.

He had moved from the outside to the inside. he shelved the song and soon released another. he took this further. so they were forced to check in at regular intervals to try to catch these spontaneous moments. other times made dramatic by Fifty's flair for confrontation. the website came to strangely resemble the world of hustling that he had created for himself on the streets of Southside Queens. he leaked one of the songs onto the website on a Friday night. Membership grew by leaps and bounds. He posted blogs on personal subjects. It forced him THE PU9l-IC TO IS NEVER WHAT WRONG. this time on a global scale. The song was too soft. This generated intense traffic and online chatter-fans would never 111s m:bejfearless ~pproa(b IIIUIIIIIIIIIIIIIIIIIIIIIIIIIIIUIIIIIllIIIIIllIIIIIUIIIIIIIIIIIIIIIIIIII1111111111111111111111111111111111111111111111111111111111111111111111111111111111111 music. NOT -50 <tcnt All living creatures depend for their survival on their relationship to their-environment. l-OUO AND CLEAR. YOU DO. 111111111111111111111"11111111111111111111'''"1111111111111111111111111111'IIII11111111111f11111111111111111111111111111111111IUlIIIIII11II11Ut1111111111111 for reconnecting with his audience. He could develop a feel for what they were looking for and how he could manipulate their demand. He engaged in an online debate with them and had his eyes opened about changes in people's tastes and why they might have grown distant from to rethink his own di rection. and then responded to his fans' comments. any kind of change-a If they are particularly sensitive to have danger or an opportunity-they greater power to dominate their surroundings. they wanted and expected something harder from a G-Unit record. he decided to experiment. They could feel they had complete access to him. these images were then streamed live on the website. constantly hungry for new product from Fifty. This called for more experiments. He put up the latest single from his archenemy. then the next day he refreshed the Comments page every few minutes and tracked the members' responses to it. they judged. but - 182 - - 183 - . having his team film him on their cell phones wherever he went. After several hundred comments it was clear that the verdict was negative. Using the latest advances in phone technology. creating the hard sound they had demanded. This tirneethe response was overwhelmingly positive. hoping to )ead negative comments from his fans. To his surprise. and the hustling game came alive once more. First. many of them liked the song. As he prepared to launch a G-Unit record in the summer of 2008. WHEN THEy'RE YOU'RE PEOPl-E TEl-LING JUST DON'T YOU LIS- RE5POND SOMETHING TENING. and he could get instant feedback on their quality. who were like drug fiends. he decided to break down the distance in both directions. He could produce testers (trial songs) for his fans. sometimes riveting in their banality. It is not simply that the hawk can see farther than any other creature.50 CENT anb ROBERT GREENE 'iltbe 50tb lLIlW than a marketing gimmick-it was perhaps the ultimate tool know when such moments could happen. The Game. As it evolved. To draw more people to his site. Taking their criticisms to heart.

They - 184 - IS5 - . for protectIOn. in this experiences. and of the most primal known In the beginning. inward and disconnect our primitive is a great the ancestors taboos. These and cu It IIres. cocooned from the outside world. We grow insensitive differences." This is a failure of and understand. but after them. bur so often we prefer to live in our heads. We mentally convert the Other into something familiar"they may come from a completely our minds to move outward nuance. amid our own thoughts and dreams. we socialize with those who share those values. in the form of a mental process in which we divide the world into what is familiar and unfamiliar. communicate and influence their actions. It consists with day in and day out. Those who belonged had unfamiliar rituals and belief systems- not feel afraid or affronted by people who have different ways of or acting. You do not feel superior to those on the outside. it lives on within us to this day. myths in which their tribe all kinds of codes of behavior. we feel threatened. clean and unclean. clean or unclean. heathens. It transformed and ways of thinlSng-for itself into a great fear of other Christians. and a sensitivity to the tribe's sense of superiority. train our in eyes on people. for this or for that. alteration and represented challenge thousands cultures the Other-something dark. on the left. We live in our heads. They were not clean. In fact. Our first them-that their nuances. And despite millennia of civilization. To connect to the envieonment way would mean having to move outside ourselves. threatening. We form factions of rigid beliefs-on the right. of years. and perhaps At the root of this turning least understood. When we are confronted with people or individuals who have different values and belief systems.50 CE:NT anb ROSE:RT GRE:E:NE: that it can see great detail. our clique. formed groups they established shared rituals. to To create a sense of cohesion. also created be sensitive to must be white or black. chosen for some To be a member of the tribe was to be cleansed to the opposite approach this world. move is not to understand through them but to demonize shadowy Other. supreme hunting Its eyes grve it tremendous prowess. this meant all This was part of our psychological makeup for thousands upon that is mostly human. with the same thoughts and ideas over and over. Your first move is their own gods and origin myths. they must want the same things we do. who form part of our inner circle. give us a great sense of connection would know how to reach them. is the way to power in fearlessness-you do to be the favorite of the gods. you are excited by such diversity. They To know their emotional and power. fear-one to the details that make them individuals. Alternatively. We more effectively. by rituals and to other groups to people's we may choose to look at them the prism of our own values and assume they share different culture. But so often we remain on the outside and lack this power. It begins with a fundamental thinking be favored by the gods. picking out the slightest in the landscape. We strive to make ev~ything the world familiar and simple. We live in an environment of the people that we interact are individuals people well-their life-would hu mans come [rom many varied backgrounds with their own unique differences. They to man. Everything Understand: all. We develop certain ideas and values. was considered great purpose.

or acted like a baboon that was merely there digging for insects. we lack that sense of urgency to connect to other people. to be sensitive to changes. Goodall did not have any formal training in the sciences when she arrived in 1960 in what is now known as Tanzania to study chimpanzees in the wild. Now she could begin l67 to to Any power you have depends on your ability to know everything that is going on around you. primatologists would research them in the wild. building connections to these various networks. The source of your power is your sensitivity and closeness to this social environment. You can detect trends and changes in people's tastes well before anyone else. patiently working to gain their trust.50 CENT iTUh ROBERT GREENE m~e 50tb lLaw 111 to open up your spirit to these differences. our success depends on our ability to move outside ourselves and connect to other social networks. They would conduct experiments by manipulating the animals and noting their responses. When she noticed they were uncomfortable with her being in the area. They were mostly to be studied in cages under very controlled circumstances. how they see the world. conditions are more crowded than elsewhere. she was able move closer and closer. she moved away. At all costs. you need to continually force yourself outward.knds on it. In the end this primal fear of ours translates into a mental infirmity-the closing of the mind to any ideas that are new . Look at the example of the great British primatologist Jane Goodall. She dressed inconspicuously and was careful to not look them in the eye. a mind that is constantly learning from experience. You must reach a point where any sense oflosing this connection to your environment translates into a feeling of vulnerability and peril. In such a mclting pot as the modern world. This is dangerous. Operating totally on her own. On occasion. Only by keeping their distance from the animals could the scientists study them. while remaining hidden behind some kind of protective screen. In this way. they would come up with various tricks to lure the chimpanzees closer to them. and unfamiliar. Slowly. over the course of several months. to understand what makes the Other tick.166 - identify indi- . Prior to Goodall's work. scientists had established certain accepted ideas on how to do research on animals such as chimpanzees. with people's tastes changing at a faster pace than ever before. But because we live in a society of more apparent abundance and ease. The fearless types history learn to develop the opposite: an open spirit. In the hood. kinds of people of divergent cultures and psychologies are thrown together. The goal was to come up with general truths about chimpanzee behavior. She tracked them from a distance. aware of the power structures that are imposed from without and within. You have a sense of urgency to stay connected to the environment and the people around you-your We now live in similar conditions-all life de. The clumps lived in the remotest parts of the country and were notoriously shy. people with all kinds of different psychologies are constantly in your face. whose field research revolutionized our ideas on chimpanzets and primates. you continually expose yourself to wider and wider circles of people. There is no time or room to escape to some inner dreamland. she devised a radically different means of research. to gain a feel for people's inner lives.

llllIIlllllInlllllnllllllllllll11llllll11llllll11llll1111111111111111111 She saw them engage in bizarre storm. She felt this because she had developed Now. you will before. during a rainFEW CISM THAT 1kcps to jf'carlcssucS5 111111111111111111111111111111111111111111111111111111111111111111111111111111111111. To do this. their way of with them on their experiences.. than gorillas. she noticed a change in herself as well. rival packs. DECEIVES THEM. When you study an individual is to get inside their minds. your field of having your assumptions challenged. nomena observed that belied the accepted had catalogued hunting elaborate them a more equal plane. she took note of several phedata on chimpanzee monkeys. and narrow the most volatile of the pnmates. missing the much more complex realiry. she revealed and intellectual In the work that we produce for business or for culture. zees were considered you must let go of this need to control of vision. behavior. that is all that itey saw. the subject. them more and more. gaining access to them. you begin with certain (Because scientists range of had a limited when you study something.. As she interacted o or a group. she saw to catch insects for food. a horrific war that went on for four some rather strange in their not among the males who fought for sua degree of variety lives that altered the concept and mammals. And with such understanding will come the power to move them.188 - . to reach. subconsciously. ior. you must interact discover things no one had suspected "I think my mind works like a chimp's. as chimpanmore with she This has great application Normally preconceived notions about beyond the realms of science. something This dangerous took a tremendous and violent degree achieved before in the history of studying primates of courage. Scientists the animals as vegetarians. With this open and fearless spirit. canny ability to find them in the forest.50 CENT an!) ROBERT GREENE vidual chimps that she kept seeing.159 - only of chimpanzees but also of all primates In that instant . she gave them names. With these names. She later observed years between Machiavellian premacy. You will have a much deeper appreciation public you are trying for the targets of your actions or the wrote a friend. emotional behavior dance rituals PEOPLE THAT HAVE WOULD THE DO WISDOM THEM TO PREFER TO THE THE CRITIPRAISE GOOD. Instead. is always a telling moment-when it leaves our hands reaches the public for which it was intended. had always been behavior. something scientists designated detect patient had never done before-they in their individual like humans." / behavshe an un- looking at things. . subtle nuances seduction.) Your mind begins the process in a closed statenot really sensitive to difference and nuance. the chimps began to relax in her presence and allow bel' to interact with them. they had by numbers. 1IIIIIIIIIIlUIIIIIIIIIIILIIIIIILlllllllllllillmliliUlIIIUIIIIIUllIII1I111111111111111111111111111111111UI111111111111111111111111111111111111]IIIUlIIIII and eating instruments Only humans were considered them crafting capable of making and using tools. she could begin to After nearly a year of this no one had ever in the wild.a l\orbcfoll£aulb there and All in all. had come to believe that chimpanzees different personalities. your goal. You are afraid like Goodall. She catalogued -§ranfois: be Jl.

To interact closely with the public and get its feedback might mean having to adjust your "brilliant" ideas. the product of someone who is alienated. Once he was freed. It is disconnected from the social environment. if we have a profound sense of their needs and wants. They are great artists. he finally mingled with the Russian peasantry that dominated the country. the base of your support in life. then what we make tends to resonate. or not even caring. and suddenly his novels resonated far beyond intellectual circles. the mass of Russian people. Some people seem to have a knack for creating things that resonate with an audience. however. In the small village where he did his hard labor. There. You might disguise this with a snobbish veneer. We are social creatures who make things in order to communicate and connect with those around us. It meets a need. then it almost inevitably comes across as something too personal. and his work became immensely popular. If you have little access to explicable. There is an aspect to stories were relatively successful. we are deeply connected to the public. this spirit is reproduced in the work itself. The great Russian writer Fyodor Dostoyevsky had almost two separate parts to his career: in the first.or herself If. our minds we had this phenomenon. resonates. he suddenly discovered that he hadn't known the Russian people at all. Sometimes we ourselves produce something that works. Other times it leaves people surprisingly cold-in imagined it having a much different effect. but it is the age-old fear of the Other. what is really dominating the spirit of your work is fear. but we fail to understand why. part of some chosen elite. If we are the type that lives mostly in our heads. from the inside. on the other hand. We have internalized the way of thinking and feeling of our audience and it shows in the work. Some of this distance is . or business people who are endlessly inventive. we cannot reproduce our success. all of these experiences became deeply embedded in his work. In either case. Your goal must be to break down the distance between you and your audience. and has warmth. Sometimes this object connects with people in a profound way. politicians ~'ith the popular touch. This might challenge your tidy vision of the world. he was a socialist who interacted mostly with other intellectuals. imagining what ~ intended public will like.190 - the public you are trying to reach but you feel that the ideas in your head cannot fail to be interesting. In prison he was thrown in al-rmngthe dregs of society. depending on what we do. Understand: you cannot disguise your attitude towards the public. If you feel superior at all. and lacking this knowledge.191 - . your preconceived notions. that is then this seeps out in the work. His novels and . It feels patronizing.50 CENT ani) ROBERT GREENE 'QCbr sor] 1LllhI it ceases to be something that was in our heads. it becomes an object that is judged by others. But then in 1849 he was sentenced to several years of prison and hard labor in Siberia for ostensibly conspiring against the government. This process can seem rather mysterious. Anything we create or produce is for a public-slarge or small. It is conveyed in the tone and mood. It strikes an emotional chord. He understood his public. it is a product of a person who is wrapped up in him.

through the neighborhood. which opened in 1889. who both culture and business. event. and in 1882. many scenes of life there. and a who came to the area for entertainment and Renoir. he identified . including like Degas painted the habits of the rich people and to slum it. onstage with the performers. Perhaps because from his family. street a whole new world- was placed allover the cafes and dance halls frequented performers. who found themselves of his own alienation by prostitutes.50 CENT anb R06. When the poster were mesmerized which gives viewers the sensation lights.. He retypes and the anarchist agitators every shut you off from the public with layers of bureaucracy. and bright before. In of this world. Toulouse-Lautrec his drawings CRUSH ALL DISTANCE and paintings this immersion. that he did for the in the posters was more of an active participant. style that truly connects. at the age of eighteen. The first and most fa rnou s one of all was a scand alous irn age of a dancer kicking so high you can see her underwear.192 - . But strangest created. Other lived in Montpeeking in. you can usc to bring your'" The following are four strategies self closer to this ideal. It seemed to vibrate with a life terms. wh at you because it will come from the t to the dance halls 6ften and sketched while he watched. tense and garIsh. And as with a sense of distance. There Toulouse-Lautrec ists. Part of this ca~from dance hall the Moulin Rouge. from his family. Operating produce will not fad to resonate powerful political and popular works you to get a feel for people from the inside. the essence of their lives on canvas.193 - . IS physical-the nature of your business interaction. dancers. He befriended seeking to capture turned and hired them as models. what you are seeking is maximum off thei r feedback and cr iticism. people in life.E:AT GREE:NE: Wbe 50t~ Earn outcasts. And slowly he began to immerse the prostitutes himself deeper and mental-it Some of it comes from your ego and the need to feel superior. You come to thrive th is way. Be absorbed I-Ie drank with the criminal who passed aspect painters inside. No one had created The colors are 111- legs had stopped growing at the age appearance . tends to In any allowing deeper in the social life of Montmartre.Part of it came to painting as his only he moved was in He turned giving him a dwarfish from his sensitive to Paris to study Montmartre-the of all is the kind offlat space he that they arc there quite like it in the middle of all the activity anything the city. came from one but from earl y his his work drew more attention All of this culminated of the oldest aristocratic handicap-s-his nature. with a famous artist bohemian discovered and somewhat whose studio seedy part of the con art- city. but It was always as if they were outsiders began to reflect from the public. by the image. interest Henri de Toulouse-Laurrec bloodlines in France. and all the shady characters with these of its own. Th is deep level of interact ion is the source of the mos . The French artist on he felt estranged physical of fourteen. drawn to this quarrier. martre. More and marc posters followed of a II the figures in the Moulin Rouge whom he came to know on intimate and an entire new aesthetic was forged around his complete.

it has life. With this system in place. the public had to feel engaged in the struggle. Within six months she had received over 300. and with her staff she worked to answer every last one of them. she left a memo in her husband's basket. She brought many of these people back to meet the president to give him firsthand impressions of the effects of the New Deal. "I want you to write me. She started a column in The Woman's Horne Companion. cutting him offfrom his base of support. in a deep way. encouraging people to share their criticisms. you must crush as much distance as possible between you and your audience.SO CENT anb ROBERT GREENE democratic mingling with his subjects.000 letters.\95 - . for instance. What you produce will naturally connect. pushing him leftward-for instance. Understand: in this day and age. And slowly she began to have an influence on his policy. aspirations. Her fear was that the bureaucratic nature of government would swallow up her husband." She would use her column as a kind of discussion forum with the American public. resentments. To get out of the Depression. she began to see a pattern from the bottom up-a growing disenchantment with the New Deal. To do so. reminding him of these criticisms and the need to be more responsive. and studies. She had a disdain fiw conventional politics and for the kind of cliquish attitude it fostered. She opened other channels of communication. This isolation would spell his doom. Over time she became the unofficial channel of communication for women's CRITICISM J When Eleanor Roosevelt entered the White House as the First Lady in 1933. she decided to work to create informal channels to the ·~ublic on her own. to reach people you must have access to their inner lives-their frustrations. people's complaints and needs. which would involve young people actively in the New Deal. When people feel involved they bring their own ideas and energy to the cause. This requires a degree of fearlessness and an open spirit. In her mind. Every day. getting him to create programs such as the NYA. giving voice to people's ideas and desires. She traveled all over the country-to remote rural towns-listening to inner cities and . in which she had posted above the headline. polls. You assume a radi~al equality with the public. You arc not afraid to have your whole personality shaped by these intense interactions. not merely be seduced by speeches and programs. You enter their spirit and absorb it from within. her husband's power would depend on his connection to the people who had elected him. His work became immensely popular. the National Youth Administration. planting her aides in various New Deal programs who would then poll on her behalf the public affected by these programs. it was with much trepidation. OPEN OF INFORMAL AND CHANNELS FEEDEIACK the publ ic wou Id be relegated to formal channels such as reports. Their way oflooking at things becomes yours. Denied an official position within the administration. What shocks and excites you will then have the same effect on them. and when you re-create it in some form of work. He would come to listen to his cabinet members and experts. his contact with - 194 - .

people can only help themselves-his spire them to action. as practiced by the Nation of Islam. not act 111 ous nuances of how your work affects them. Then slowly they lose this connection. etc. by the nature of your group or enterprise. the vari-. they come to fed separated and above their audience. All of this work took tremendous courage.:NT nub ROSERT GREENE groups and African Americans. But as he became more and more famous. Their problems come to life. In these various phases of his life.196 - their name. and energy can be harnessed for your purposes. He had spent his youth as a savvy street hustler. Consciously or unconsciously. And her work played a major part in FOR's ability to maintain his image as a man of the people. Other leaders in the black community that he had known had begun to live fairly well.50 C'!. In his own way the famous black activist Malcolm X struggled with this problem. he felt some anxiety. he increased his interactions . various reports. getting your feedback straight from the source. You discover what lies at the root of their discontent. ending up in prison on drug charges. To inoculate him- self against this psychic distance. and any solutions you come up with have m/re relevance. he discovered the religion of Islam. It is much different when you interact directly with the public and hear in the flesh their criticisms and feedback. then the ideal is to open up as many informal channels as possible. the poll numbers. shoring up FDR's support in these two key constituencies. much of which he had experienced firsthand. From within this bubble. Success creates distance. R. He channeled these emotions into powerful speeches. But all of this information tends tosbe flat and highly filtered. Eventually he broke off from the Nation ofIslam and transformed himselfinto a leading figure in the growing black power movement of the 1960s. If some distance between you and the public must be maintained.197 - . and immediately converted. they could not help but feel some distance and superiority to those they were supposed to represent-like a father caring for a child. In his mind. There. long before any first lady had ever thought of taking such a role. for she was continually ridiculed for her activist approach. What they produce and say comes from a real . You create a back-and-forth dynamic in which-their ideas. involvement.ECON'NECT WITH YOUR BASE We see the following occur over and over: a person has success when they are younger because they have deep ties with a social group. people will delude themselves into thinking they have insight into how their audience or public feels-they read the papers. It is easier to opera te this way. They come to spend most of their time with other successful people. role was to inMalcolm hated that feeling of creeping paternalism. seeming to give voice to the anger that many felt who lived deep within the ghettos of America. The intensiry'fn their work is gone and with it any kind of real effect on the public. place and connects with an audience. As Eleanor understood. Out of prison he became a highly visible spokesperson for the group. Malcolm felt intense anger and frustration at the levels of injustice for African Americans. any kind of group tends to close itsel f off from the outside world.

In trying of power-a widen your appeal. consider people's coolness to your idea and their criticisms as a kind of mirror they are holding up to you. Time and success ted diffuse the sense of connection you have to this physical and mental base.50 CENT aub ROBERT GREENE with street hustlers and agitators. intense. He made himself spend more time with those who had suffered recent injustices. which we cannot endure. Instead of turning inward.) When your work does not communicate with others. we can imagine we have all kinds of powers and abilities. which were tied to powerful emotions and inspired you to take a particular path. our tendency is to it or getting in our way. You are simply perfecting your work through the social mirror. This will spare you any bitterness or anger that might come from people's critiques. in our minds. you can see yourself as others see you. CREATE THE SOCIAL MIRROR can get closer to this objective version and gradually improve what you do. Most people mellow with age-he his charisma. which identifies you had when you to with you. consider it your own fault-c-you did not make your ideas clear enough and you failed to connect with your audience emotionally. and present. we are suddenly faced with a limit-we blame others for not understanding Our egos are bruisedfnd are not as brilliant or skilled as we had imagined. You will drift and your powers of communication will diminish. Those from the heart of the ghetto were his power base and he had to reconnect with them. you will substitute correct your quantity for quality and you will pay a price. from the outdelicate-criticism side seems like a personal attack. encrusted with all kinds of desires and fears. Keep your associations with it alive. Return to your origins-the power. You view your work from inside your mind. We tend to close ourselves off and this makes it doubly difficult to succeed with our next venture. the kind of people from the lower depths that most leaders would scrupulously avoid. They see it as an object. Know your base and work to reconnect source of all inspiration and with it. Our egos can inflate to any size. The opinions of other people serve a similar function. You have a base group of people. But when - 198 - - 199 - . Communication is a power of intensity. You use it to would retain his anger. This base is also mental-ideas appearance and avoid ridicule. Through their criticisms you were younger. Your ego cannot protect you-the mirror does not lie. The goal in connecting to the public is not to please everyone or to spread yourself out to the widest possible audience. In such a case. soaking up their experiences and sense of outrage. Alone. A physical mirror turns you into an object. rR:Jtextensity and to we produce something that fails to have the expected impact. small or large. they see it as it is. (One caveat: beware of feedback from friends whose judgments could be tainted by feelings of envy or the need to flatter. the intensity of emo- tions that had impelled him in the first p~ace and given him numbers.

however.L.20t - . often deals with matter that is inorganic or has a marginal emotional life.llltIIIIJJUIIIJIIIIIIJII1111)'11111111111111111111111111"1' I opposed to the pseudoscientific pose of the intellectual addicted to studies. For example.i!lIlontc. Science. all designed to back up their preconceptions.1111lilllilltllill as i\ebersal of . It is rime to reevaluate this preconception and see things from tbe opposite perspective. depends on knowing people and networks from the inside. But this does not translate so ~v~ when dealing with people and creatures who respond from an emotional core. The knowledge of what makes them tick on the inside is missing. from the inside. A REAt. But they have also spawned a peculiar preconception-that to understand anything we must study it from a distance and with a detached perspective. To the extent that you feel yourself to be distant and on the outside.50 CENT l1l1b R08ERT GREENE t!tbt SOU) JLl1W be gained by an intense involvement and participation. on getting a feel for what they are experiencing. It is what will give you power to affect people. Knowledge of human nature and social factors.200 - are miss- ONLY KNOW. and numbers..111111111111111111111111111111111111111"'111111111111111111IIIIIIIIIIIIIIIIIIIIIIJIIIIllilllllU. citations. This can best .tlerspettibe .hroll lie . Studyjng such things from a detached perspective makes sense and yields profound results. This other form of knowledge. must be tfit: one that you come to esteem above all others in social matters. you must tel I yourself you do not understand what you are studying or trying to reach-you ing the mark and there is work to be done.Y INTEt. IIIllllllfllltllllllllll11llllll1ll!IUlllllllllllllllllllllllllllllll11111111U1111II11111II111111II11111II11111II11111II111II1111II1111111I.S WHAT OTHER MEN Science and the scientific method are very powerful and practical pursuits of knowledge that have come to dominate much of our thinking for the past few centuries. often one stemming from fear-dealing with people's experiences and subjectivity is messy and chaotic.s:quicu . the kind that is often most valuable to us.t. Distance is cleaner and easier.IGENT MAN FEEL. we tend to judge a book that is full of statistics and quotes from various studief'as carrying more weight because it seems to have that requisite scientific objectivity and distance. To study them from the outside is merely a prejudice. -7J.

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