{"id":1388,"date":"2019-09-23T19:33:54","date_gmt":"2019-09-23T23:33:54","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=1388"},"modified":"2022-03-08T09:45:50","modified_gmt":"2022-03-08T13:45:50","slug":"48-laws-of-power-law-43-work-on-the-hearts-and-minds-of-others","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/48-laws-of-power-law-43-work-on-the-hearts-and-minds-of-others\/","title":{"rendered":"48 Laws of Power | Law 43: Work on the Hearts and Minds of Others"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Overview of <strong>Law #43: <\/strong>Work on the Hearts and Minds of Others<\/h2>\n\n\n\n<p>Win others\u2019 hearts and minds, and you\u2019ll have them eating out of your hand. Play on their emotions and weaknesses, <a href=\"https:\/\/www.shortform.com\/blog\/48-laws-of-power-law-13-appeal-to-peoples-self-interest-never-to-their-mercy\/\">appeal to their self-interest<\/a> and they\u2019ll willingly do what you want. Build broad support \u2014 someday you\u2019ll need it. Neglect this at your peril.&nbsp;<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Principles<\/strong> of Law 43<\/h2>\n\n\n\n<p>Making people do what you want by force may work in the short term, but it isn\u2019t a sustainable long-term strategy because it generates resistance. Working on the hearts and minds of others \u2014 so they bend to your will voluntarily \u2014 is more effective and less costly.<br><\/p>\n\n\n\n<p><strong>The key to working on the hearts and minds of others is to use people\u2019s emotions and weaknesses.<\/strong> Understand their individual psychology and their emotional responses. Target strong emotions such as hate, envy, and love. Play on what they\u2019re afraid of and what\u2019s dear to them. When you connect with their emotions, they\u2019re more susceptible to your control. When he gave speeches, Mao always appealed to the crowd\u2019s emotions and spoke simply, reflecting their feelings.<br><\/p>\n\n\n\n<p>According to Law 43 of the <a href=\"https:\/\/www.shortform.com\/blog\/what-are-the-48-laws-of-power\/\">48 Laws of Power<\/a>,<strong> the best way to stir emotions is by doing the opposite of what people expect,<\/strong> for instance by acting with kindness when your opponents expect payback from you. You can also win hearts by promising security, allaying fears, or relieving despair.<br><\/p>\n\n\n\n<p>Use symbolic gestures to generate goodwill, for instance, to show that you suffer as well, even if only in a minor way compared to their suffering. To find out what likes and dislikes motivate them, get them to open up. Use these as leverage.<br><\/p>\n\n\n\n<p>Another way to connect effectively with people, to work on their hearts and minds, is by appealing to their <a href=\"https:\/\/www.shortform.com\/blog\/48-laws-of-power-law-13-appeal-to-peoples-self-interest-never-to-their-mercy\/\">self-interest<\/a>, which is the strongest motivator. Show them how what you want will benefit them. People are more likely to support a cause that aligns with their self-interest.<br><\/p>\n\n\n\n<p>Besides securing emotional commitment, work to build broad support including allies at all levels. Someday you\u2019ll need them.<br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Putting Law 43 to Work<\/strong><br><\/h2>\n\n\n\n<p>Here is an example of how <em>not<\/em> to apply Law 43 of the <a href=\"https:\/\/www.shortform.com\/blog\/what-is-48-laws-of-power-about\/\">48 Laws of Power<\/a>: French Queen Marie Antoinette lost her head because she never bothered to win her subjects\u2019 hearts and minds, and in fact insulted them. She had been pampered and indulged as a child, and came to believe that people owed her affection and admiration, without any love or consideration from her in return.<\/p>\n\n\n\n<p>She lived lavishly and incurred massive debt to create a private Garden of Eden at Versailles, while the economy was deteriorating. She never toured the country to meet people or build support and didn\u2019t receive public visitors.<\/p>\n\n\n\n<p>As a result she became the focus of growing public resentment. When the French revolution began in 1879, she remained unconcerned, expecting it to dissipate. Even when people marched on Versailles and the royals were forced to move out, she didn\u2019t make any effort to communicate.<br><\/p>\n\n\n\n<p>Marie-Antoinette went to her death unrepentant, and remains legendary today for her&nbsp;complete indifference to others\u2019 concerns.<br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Exceptions to Law<\/strong> 43<\/h2>\n\n\n\n<p>Are there any exceptions to Law 43 of the 48 Laws of Power? Should you ever <em>not<\/em> work on the hearts and minds of others? No. There aren\u2019t any exceptions to the need to win hearts and minds. Always follow Law 43 of the 48 Laws of Power: Work on the Hearts and Minds of Others.<br><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Overview of Law #43: Work on the Hearts and Minds of Others Win others\u2019 hearts and minds, and you\u2019ll have them eating out of your hand. Play on their emotions and weaknesses, appeal to their self-interest and they\u2019ll willingly do what you want. Build broad support \u2014 someday you\u2019ll need it. Neglect this at your peril.&nbsp;<\/p>\n","protected":false},"author":4,"featured_media":1243,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[29,12,30],"tags":[38],"class_list":["post-1388","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-career","category-relationships","category-work","tag-48-laws-of-power","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>48 Laws of Power | Law 43: Work on the Hearts and Minds of Others - Shortform Books<\/title>\n<meta name=\"description\" content=\"In The 48 Laws of Power, Law 43 is \u201cWork on the Hearts and Minds of Others.\u201d Learn what Law 43 means and how to use it to gain power.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shortform.com\/blog\/48-laws-of-power-law-43-work-on-the-hearts-and-minds-of-others\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"48 Laws of Power | Law 43: Work on the Hearts and Minds of Others\" \/>\n<meta property=\"og:description\" content=\"In The 48 Laws of Power, Law 43 is \u201cWork on the Hearts and Minds of Others.\u201d Learn what Law 43 means and how to use it to gain power.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/48-laws-of-power-law-43-work-on-the-hearts-and-minds-of-others\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2019-09-23T23:33:54+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-03-08T13:45:50+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/09\/48-laws-of-power-law-43.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"778\" \/>\n\t<meta property=\"og:image:height\" content=\"519\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Amanda Penn\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Amanda Penn\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/48-laws-of-power-law-43-work-on-the-hearts-and-minds-of-others\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/48-laws-of-power-law-43-work-on-the-hearts-and-minds-of-others\/\"},\"author\":{\"name\":\"Amanda Penn\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/01b0e4c9ddb993e51d03808839d538b0\"},\"headline\":\"48 Laws of Power | Law 43: Work on the Hearts and Minds of Others\",\"datePublished\":\"2019-09-23T23:33:54+00:00\",\"dateModified\":\"2022-03-08T13:45:50+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/48-laws-of-power-law-43-work-on-the-hearts-and-minds-of-others\/\"},\"wordCount\":588,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/48-laws-of-power-law-43-work-on-the-hearts-and-minds-of-others\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/09\/48-laws-of-power-law-43.jpg\",\"keywords\":[\"The 48 Laws of Power\"],\"articleSection\":[\"Career\",\"Relationships\",\"Work\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/48-laws-of-power-law-43-work-on-the-hearts-and-minds-of-others\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/48-laws-of-power-law-43-work-on-the-hearts-and-minds-of-others\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/48-laws-of-power-law-43-work-on-the-hearts-and-minds-of-others\/\",\"name\":\"48 Laws of Power | Law 43: Work on the Hearts and Minds of Others - 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