John Lennon – The Misunderstood Beatle

While watching Monday night football, on an uneventful evening on December 8, 1980, I was nursing a hangover, when I heard Howard Cosell interrupt the game with a news flash. John Lennon was shot in New York City? Could that be true? It was true. Later, he was pronounced dead. I was in shock. Then my brother, Mark, telephoned me with the news. We both were John Lennon fans.

The Beatles, the fab four of the 60s, were each given character descriptions or nicknames adopted by their fans. John was the smart one, Paul was the cute one, George was the mysterious one and Ringo was the funny one.

I always felt John Lennon’s character description or nickname, should have been dubbed the “misunderstood Beatle,” because he seemed to always stir up controversy concerning his beliefs. He couldn’t quite make his comments clear, and the media didn’t help.

Take for instance, the comment he made on March 4, 1966, when he said, “the Beatles are more popular than Jesus.” What he meant was that more people would go see the Beatles, than go to church on Sunday. Which may have been true. He generalized a wee bit by laying the blame on America, when he meant England.

Lennon was interviewed for the London Evening Standard by Maureen Cleave, who was a friend, and made an off-the-cuff remark regarding religion. Lennon said, “Christianity, will go. It will vanish and shrink. We’re more popular than Jesus now; I don’t know which will go first– rock and roll or Christianity. Jesus was all right but his disciples were thick and ordinary. It’s them twisting it that ruins it for me.”

On August 11, 1966, The Beatles held a press conference in Chicago, in order to address the growing furor.

Lennon: I suppose if I had said television was more popular than Jesus, I would have got away with it, but I just happened to be talking to a journalist friend (Maureen Cleave), and I used the word “Beatles” as a remote thing, not as what I think–as Beatles, as those other Beatles, like other people see us. I just said they are having more influence on kids and things than anything else, including Jesus. But I said it in that way, which is the wrong way.”

Reporter: Some teenagers have repeated your statements–”I like The Beatles more than Jesus Christ.” What do you think about that?

Lennon: Well, originally I pointed out that fact in reference to England. that we meant more to kids than Jesus did, or religion at that time. I wasn’t knocking it or putting it down. I was just saying it as a fact, and it’s true more for England than here. I’m not saying that we’re better or greater, or comparing us with Jesus Christ as a person or God as a thing, or whatever it is. I just said what I said and it was wrong. Or it was taken wrong. And now it’s all this.

Reporter: But are you prepared to apologize?

Lennon: I wasn’t saying whatever they’re saying I was saying. I’m sorry I said it really. I never meant it to be a lousy anti-religious thing. I apologize if that will make you happy. I still don’t know quite what I’ve done. I’ve tried to tell you what I did do, but if you want me to apologize, if that will make you happy, then OK, I’m sorry.

John Lennon returned to the subject later that year, when he told Look magazine that, “I believe Jesus was right, Buddha was right, and all of those people like that are right. They’re all saying the same thing–and I believe it. I believe what Jesus actually said–the basic things he laid down about love and goodness–and not what people say he said. If Jesus being more popular means more control, I don’t want that. I’d sooner they’d all follow us even if it’s just to dance and sing for the rest of their lives. If they took more interest in what Jesus–or any of them–said, if they did that, we’d all be there with them.

Although there was little reaction to his statement in England, Christians elsewhere embarked upon a massive campaign to destroy Beatle albums and other paraphernalia. The Archbishop of Boston admitted that he was probably right, but many still refused to forgive him.

I can relate to his controversial statement, because I have made similar statements, such as, when I drive by a gambling casino on a Sunday, I’ll say–”look at all those cars–try to pack them in a church parking lot.” Of course, my meaning was that gambling is more popular than Jesus. I hope that isn’t the truth–here in America. Am I in trouble for saying that?

All this didn’t bother Lennon, he continued using religious remarks in his songs, one was God, released in 1971. The lyrics are as follows:

God (words and music by John Lennon)

God is a concept

By which we measure

Our pain

I’ll say it again

God is a concept

By which we measure

Our Pain

I don’t believe in magic

I don’t believe in I-ching

I don’t believe in bible

I don’t believe in tarot

I don’t believe in Hitler

I don’t believe in Jesus

I don’t believe in Kennedy

I don’t believe in Buddha

I don’t believe in mantra

I don’t believe in Gita

I don’t believe in yoga

I don’t believe in kings

I don’t believe in Elvis

I don’t believe in Zimmerman

I don’t believe in Beatles

I just believe in me

Yoko and me

And that’s reality

The dream is over

What can I say?

The dream is over


I was a dream weaver

But now I’m reborn

I was the walrus

But now I’m John

And so dear friends

You just have to carry on

The dream is over


Once again, Lennon was misunderstood. He was put off by many Christians. I always understood the style of Lennon. I felt he was reaching out to question things we dared not ask. He was a buffer between reality and make believe. Some considered it threatening. I considered it harmless. Although he did say “I don’t believe in Jesus.” And he did say, “I don’t believe in bible.” Maybe he should have left them out of the song, at least to avoid controversy and save his career.. But, Lennon was Lennon, and he didn’t care. He was saying he has the freedom to say what he wants to say, or sing what he wants to sing. I’m sure it hurt his career. Paul McCartney’s career only blossomed. Not intending to leave out George and Ringo. Their careers remained stable.

I always thought a more fitting song for John Lennon would have been–Don’t Let Me Be Misunderstood, written and performed by a fellow musician and friend, Eric Burdon. He, also, authored a book under the same title.

In 1973, Lennon wrote and sang the song, Imagine, a very critical– but popular song. It questioned the existence of heaven and hell and no religion, too. This, too, was angered by Christians. His message was clear to me. He was simply stating, if there wasn’t any of these things he’s imagining, the world would live in peace–as one. What would there be to fight about? There would be no wars. Many wars are about religion. The song is all about imagination. He’s not a terrorist wanting to blow up the world. The lyrics are as follows:


(words and music by John Lennon)

Imagine there’s no heaven

It’s easy if you try

No hell below us

Above us only sky

Imagine all the people

Living for today

Imagine there’s no countries

It isn’t hard to do

Nothing to kill or die for

And no religion too

Imagine all the people

Living life in peace

You may say I’m a dreamer

But I’m not the only one

I hope someday you’ll join us

And the world will be as one

Imagine no possessions

I wonder if you can

No need for greed or hunger

A brotherhood of man

Imagine all the people

Sharing all the world

You may say I’m a dreamer

But I’m not the only one

I hope someday you’ll join us

And the world will live as one


Lennon was always the outspoken one. Some say he was a hypocrite when he preached about love and peace–not war. In 1969, he demonstrated his beliefs in his penned song, Give Peace A Chance, after his departure from The Beatles, during his solo career.

He defended many rights and causes. He was an anti-war activist. His beliefs were misconstrued and often he was taken as a socialist or communist. President Nixon wanted him deported. Lennon stood up and fought for his right to stay where he loved to be–in New York City, U.S.A. Sadly enough, it was also the place he was killed by a deranged fan.

During his solo career, Lennon wrote and sang songs of rebellion with his political views. He would socialize with antiwar leaders, such as, Jerry Rubin, Abbie Hoffman, and others. Lennon and his friends organized a concert in Ann Arbor, Michigan, in December of 1971, dubbed the “Free John Sinclair” concert. Sinclair was a local antiwar activist who was serving ten years in the state prison for selling two joints of marijuana to an undercover cop. Lennon appeared onstage along with Phil Ochs, Stevie Wonder and other musicians, plus antiwar radical Jerry Rubin and Bobby Seale of the Black Panthers. There was 20,000 in attendance; two days after the concert, the state of Michigan released John Sinclair from prison. During this time, a song written and sung by Lennon was released, entitled John Sinclair.

In 1972, Lennon released an anti-sexism song, entitled, Woman Is The Nigger of the World, implying that as black people were discriminated against in some countries, so were women globally. The lyrics are as follows:

Woman Is The Nigger of the World

(words and music by John Lennon)

Woman is the nigger of the world

Yes she is…think about it

Woman is the nigger of the world

Think about it…do something about it

We make her paint her face and dance

If she won’t be a slave, we say that she don’t love us

If she’s real, we say she’s trying to be a man

While putting her down, we pretend that she’s above us

Woman is the nigger of the world…yes she is

If you don’t believe me, take a look at the one you’re with

Woman is the slave of the slaves

Ah, yeah…better scream about it

We make her bear and raise our children

And then we leave her flat for being a fat old mother hen

We tell her home is the only place she should be

Then we complain that she’s too unworldly to be our friend

Woman is the nigger of the world…yes she is

If you don’t believe me, take a look at the one you’re with

Woman is the slave to the slaves

Yeah…alright…hit it!

We insult her every day on TV

And wonder why she has no guts or confidence

When she’s young we kill her will to be free

While telling her not to be so smart we put her down for being so dumb

Woman is the nigger of the world

Yes she is…if you don’t believe me, take a look at the one you’re with

Woman is the slave to the slaves

Yes she is…if you don’t believe me, you better scream about it

We make her paint her face and dance

We make her paint her face and dance

We make her paint her face and dance

We make her paint her face and dance

We make her paint her face and dance

We make her paint her face and dance


On a happier note, in 1971, Lennon, also, wrote and sang the song, entitled, Happy Xmas. This became a holiday favorite. It’s questionable why he left out Christ in Christmas. But “X” is the Greek symbol of Christ.

This year marks the 26th anniversary of the death of John Lennon. His killer is still imprisoned, as he should be. The music world was robbed of this musical genius. I sure miss his works and imagination. If it weren’t for his outspoken beliefs, he may have still been with us today. It may have been what killed him. But just imagine (I wonder if you can)–then there never would have been a John Lennon.

Earl D. Erickson, is an internet author. He writes exactly how he feels–coming from the heart. His stories can be read by going directly to his websites and logging onto the Ezine Articles or by going to Ezine Articles and log onto his name under expert authors. He has just written and published a book about his life struggles with alcoholism and drug addiction, suicide, grief and depression.

Recession – Fight Or Flight?

Under pressure? How can you possibly make it through a period when new business will be as rare as hen’s teeth, some of your best customers are falling over while still owing you money and your margins are as thin as a catwalk model?


Fighting your way out means thinking up new ways of doing business. This will involve expanding your product range beyond your company’s comfort zone. You may slim down some products in order to bring them within purse range and repackage others in order emphasise their recession beating qualities. You may send your sales team into new territories, whether they be geographical or new industries.

You may even need to break some cardinal rules. For instance, you may decide to cut out the middle man if the middle man is floundering under the pressure. Marketing directly to end users and taking a greater cut is a risky business. It is hard to draw back from doing this once the investment is made in more sales staff and marketing material. Fighting your way out of recession also means maintaining your market presence so, do not let up on the advertising and increase it if possible.


The flight method is far more cautious. It’s all about keeping slim and trim. Cut all unnecessary overheads. Concentrate on products that are winners. Cut out those products that have yet to turn a profit. Don’t keep waiting for them to take off. Cut them now. Keep up your standards. Do less, but do it well, rather than thrashing around and venturing into unknown areas. Do not allow your company to lose its dignity by attempting to be all things to all men. Draw back to your strengths. Keep to profitable, proven lines and maintain a reputation for quality. Accept that you will contract and do it gracefully so you can emerge from the recession with a good reputation and build again. It’s all about survival. This may mean a smaller product range. This may mean less customers as some go bust and new business does not come through. As the available business shrinks, so must your overheads. You may need to severely cut back on marketing apart from any with a proven track record for getting measurable results. If you don’t know if it is working then cut it out. Get smaller and tighter, but keep a good quality core so you can emerge again out of the bunker when the worst is over.

Case Studies

An example of taking flight when faced with recession can be found with transit packaging products. All retailers and logistics companies that handle fresh foods need a facility to transport and store goods in a chilled environment. There are also some products, such as bakery products and bananas that require a relatively warm environment. By covering these product with thermal roll cage covers and thermal pallet covers major investment in temperature controlled chambers in distribution centres, vehicles and even retail stores can be avoided. As you can imagine, the financial saving is mind boggling. The alternative of doing nothing is unthinkable as these goods will currently be handled and delivered direct to store by specialist handlers which is crippling in its expense. However, things are getting tough out there. Although the return on investment in using Roll Cage Insulation Covers is overwhelming and obvious, the benefit will not be seen for at least 12 months. These days, even very large companies are thinking of the here and now, and a payback of 12 months is simply too long for many, no matter how lucrative it is. So, this is a case of flight and there is no doubt that sales of thermal covers have started on a downward trend, after several years of rapid growth.

However an example of fighting can also be found with another transit packaging product. With every depressing announcement about job losses and company closures, the sales of padded covers which are attached to the tips of forks on fork lift trucks, Sumo Gloves, have increased rapidly. Businesses that were previously trialling this product are now buying in unprecedented numbers. So why fight the recession with fork lift protectors? Simple. The return on investment can be a matter of hours as there is also less damage to stock, racking, vehicles, fixtures and crucially to people. Spending rarely and wisely in a recession is obvious. Spending on a rapid payback product is a no-brainer and an example of taking positive, aggressive action to fight the recession.

Which Way to Go – Fight or Flight?

In nature, the two options are opposites of course. In another time, in another recession, you may indeed go one way or the other. This is different. This is serious. This is like no other recession we have seen in a lifetime or more. Somehow you must defy nature and logic. You need to somehow do both: fight AND flight.

This certainly means cutting out overheads. You may need to cut out existing lines that are still not showing you a profit. Be ruthless with poor performing products. If the pay back is in 6 months then just take a sober pill for a minute: your company may not be around in 6 months. Nothing with a payback of 3 months or more should be considered. However, if you take products out then consider putting new ones in their place by expanding your product range into new areas. However, it is vital to ensure that any new products are profitable form the start. This may require sharing start up costs and risk with producers and others in the chain.

Cutting prices in order to stay in business may be an absolute necessity. However, it does not follow that this will result in a dangerous slimming of margins. Once again, share the pain. If you expect to suffer in a recession then so do your suppliers. Tell them the story: you can only continue trading with them if you can compete in the market. They, in turn, will presumably share the pain with upstream suppliers. You must encourage as much of the supply chain as possible to share the margin squeeze so the pain is spread around. As I said, this is what they will be expecting anyway, so don’t disappoint them!

As you will inevitably need to slash prices, make a show of it. Use the opportunity to push certain products, especially those where you think that margin can be reclaimed with minimum effort once the worst is over. Products that will be profit winners in the future are the ones to push right now. You may even consider splitting a product into 2, with one being a low cost value line and the other being a high margin premium product. Be careful: customers do not like being given a load of hype. The difference between the two products must be substantial and not just cosmetic. Another warning: be careful not to confuse your customers. you may end up with lower sales if they can’t find the original product. A safer alternative would be to keep the original just as it was and introduce a value version only. This will promote the original product as the premium line without having to change it at all.

Selling to new areas, whether they be geographical or new unfamiliar industries is a hard one to call. This is a credible and quite common example: you are faced with the choice of laying off sales staff as the business is simply not there or moving them into new territories in order to make use of the spare capacity. This is a classic flight of fight scenario. Once again, as this is not just another recession, neither option is adequate. Think outside the box. Why take the gamble on your own back? Why not put an offer to those sales people most at risk: reduce their salaries and increase their commission or even consider offering them work on commission only basis (effectively they would be self-employed, but this may not be allowed in some jurisdictions). Their task will be to develop new areas of business and pay for their own costs in the process. They will be motivated to win your company new business. They will still be a part of your company and your industry. Although this might be quite scary for them, it would surely better than having them digging up the garden or watching daytime TV.

Be careful of taking drastic action unless it is absolutely necessary. Depending on your sales structure, if one of your distributors is struggling to the point that they can no longer effectively sell your products, you must take quick and decisive action. Selling directly may be a step too far, however, As I said above, however serious things get, you must not lose your dignity. You must be ruthless about cutting out dead wood, but keeping the network together is still very important. It would probably be preferable to spread the work of the failed distributor amongst the others as you may need all the help you can get rather than having the cost of setting up direct sales yourself. In any case, such a move might send all the wrong signals to your other distributors and cause a gradual decline in performance as they look elsewhere for their future income.

As far as marketing and advertising is concerned, you must insist on having your cake and eating it as well. Remember the old adage of using advertising to beat your way out of recession. Well, it’s not an old adage as it was thought up by media executives hungry for advertising. Remember, it’s the guys with the transmitters, microphones, TV cameras, web sites and printing presses who have managed to get this “old adage” across to us. Tell those companies that the rules of the game have changed. Once again, they will expect some pain as well, so spread it liberally. If you cannot achieve the price cuts that you wanted then you must consider changing suppliers of marketing. There are so many media outlets and such rampant competition out there, that, despite the disruption and pain, the change may be well worth it. Also, it would be well worth considering asking your supplier to contribute to campaigns that are specific to their products. You must try to maintain your market presence (and ideally increase it) but this must be at a lower cost than it was previously. This is something you must push as the door is already open when it comes to getting good deals on marketing and advertising.

That goes for other purchases too. Get more bangs for your buck. On all purchases make sure you are driving prices down and getting the best deal you can. Do not meekly accept price rises. You are squeezing margins so expect others to share the pain.

Happy Ending?

So, too much fight and you may make take unnecessary gambles, potentially destabilising your company and its distribution and sales chains. You risk alienating those around you and possibly confusing your customers. Too much flight and you risk shrinking your company back to embryo stage to the point where you will lucky to have a park bench and mobile phone to do business from. The key is to do some of both, but do both smartly. Be careful not to make investment decisions that will bring benefits when it is too late. However, be alert to opportunities that will bring you a rapid return on investment.

The key is to share the pain with others, whether they be supply chain partners or staff. If you survive – and there are no guarantees – you will come out of it stronger and with closer ties to all those that helped in the process. Above all, you will still have customers and still have a business to build up again.

The Six Pillars of Persuasion Knowledge That Could Save Your Pocketbook

Have you ever purchased something and then immediately realized you wish you hadn’t, or tried to figure out how that salesperson at the store or door got you to purchase something you never really wanted in the first place?

This recently happened to a friend of mine named John. You see, he recently got his carpets cleaned for free. After having hung up the phone and trying to figure out what he got himself into when he signed for the free carpet cleaning he knew something was up because one never gets something for free, not from a total stranger anyway.

Those nagging doubts were nothing compared to the regretted purchase of a $2,000 vacuum that left him scratching his head thinking. “Now how did that happen?” Especially when he was not even thinking about purchasing one before he had his carpets shampooed for free.

It got me to thinking about the power of persuasion in its many different forms. Has this ever happened to you? From time to time we all find ourselves buying something we hadn’t intended to, or coming home with something we really didn’t want.

Most of the time we are blissfully unaware of the forces that motivate us to purchase things we had not intended to, and it is a driving force behind today’s need to have it society that is living beyond their means. However, it can also help salespeople make their living.

History, society, and its cultures have conditioned people to be vulnerable to six highly specific catalysts for behavior motivation or change. They are ingrained so deeply that they are readily used for persuasion by people of all sorts.

A comprehensive analysis performed by Dr. Robert Cialdini in is publication “The New Psychology of Modern Persuasion,” states that these tactics “can make us unwittingly switch from objection to acceptance to compliance regardless of our intent.”

Behavioral Occurrences in Nature and Society

These fixed action patterns are nearly mechanical and commonly seen in mating rituals of different species. Commonly an activation trigger is a commonly threaded feature. This is usually a specific attribute that compels the other to react. This may include direct eye contact, color patterns, or pre-behavior cues.

In an experiment with turkeys, hens cuddled fake cats with bared teeth and fangs simply because they emulated the cheep-cheep sound like a chick. The distress cal overrode all the other instinctual cues. Even in face of danger the hens tried to console their “chicks” due to a strong instinct to preserve the species.

This stereotypical behavior is useful due to its efficient form and automatic form of behavior patterns in a complex environment.

Attempting to decipher every observation on the matters of behavioral persuasion is impractical and time consuming. It could become time consuming and paralyzing. Therefore, shortcuts need to be made. Stereotypical rules-of-thumb can help greatly to advance us each day through the rigors placed on us by the media. Then, when we encounter these, we could respond accordingly. Then these socially acceptable and accepted behaviors could work out well for us.

Humans, unfortunately, are just as susceptible as turkeys to behavioral modification triggers. Often time these triggers can be activated by “compliance professionals,” such as sales people and the media. It would be efficient to have the six triggers that compel us to act in a certain way committed to our knowledge base so we can understand what makes us react in a certain way given each situation.

The First: Reciprocation

Reciprocity is a rule about repayment. We should try to repay what others have provided to us in some way. It says that we are obligated to return compensation for favors, gifts, invitations and even in conversations. It is a crucial aspect to species survival and to progress of civilization. Its meaning is evident; we can give things away without fear of losing resources and thus protect, or even increase resources.

We can see evidence in this from the phrase “much obliged” which stems from the more natural “thank you.” Cultural studies show that there is not a culture on this planet that does not adhere to this rule. It keeps us from appearing to be moochers, ingrates, or appearing lazy.

There are two major examples of this that can be readily seen in society. One famous one is that of the Hare Krishna religious sect. After failed attempts to raise adequate contributions they resorted to different tactics. They adopted reciprocity and gave out flowers to passerby. After refusing to accept the flowers back, they then requested a donation. This approach helped strangers overcome their fear, distrust, and dislike for the sect. their donations soon skyrocketed.

A second form can be seen in another group for disabled veterans. After going door to door requesting donations they son decided to try reciprocity. They simply gave home owners a lapel pin and asked it they would mind wearing it for a few days. Then they moved on to giving them free yard sign as a method of support. Finally, they came back around and requested donations. Their donations rose by over 75% that year.

The Second: Commitment and Consistency

This trigger comes from a desire to appear to be consistent with our previous actions or implied actions. Once we have made a choice or taken a stand on an issue or topic, we inevitably think we must comply with various pressures that would cause us to comply with our earlier commitments. This would then, justify our earlier decisions. We would strive to base all future actions on this emotion rather than clearly thought out, rational actions based on logic.

We can best see this behavior in action at casinos, race tracks, and other sources of gambling. Before the first bet is placed, usually a lot of thought goes into the decision. Mostly the bettor will try to understand if the best choice was made. After the first bet has been made there is no going back. The need for a consistent action and consistency of behavior brings the bettor into a pattern that matches the initial action. The bettor then will continue with the same pattern since they feel justified, or they feel they must justify their previous actions.

Many times we fool ourselves into thinking that we must continue to act in a certain way so as to be consistent with our previously held belief system and patterns of action. Being wishy-washy or inconsistent is usually seen as a negative thing.

The Third: Social Proof

Social justification is a strong trigger. It is often also called peer-pressure. It simply describes a desire to act in a manner that other people think of as correct. It usually defines most people’s ideas about correct behavior. We often feel a behavior is correct or justified if we see others performing this behavior. It’s the old adage “monkey see monkey do.”

Social pressure or compliance to accepted behavior generally means we will make fewer mistakes if we act the same way others do. Usually there is some social evidence against or for the behavior. What people around us do is usually seen as the correct thing to do. In most circumstances this is true, staying in the lines while driving or at the grocery check out lines are prime examples.

Another example of how it is being used to manipulate people is in sit-com television. More and more shows are being aired that would have formerly been found to be repulsive by the masses. This is simply because of the canned laughter used by the shows imply that others like it, so should you. And it has been an effective technique since the first sit-com aired many years ago.

Research suggests that audiences will laugh longer and harder when the cue is implied. It is even effective for substandard behavior that otherwise would be directly repulsive or unentertaining. Its direct and effective motivation deeply effects consumer behavior and thus improves a production companies or commercials effect.

The Fourth: Liking

Knowing and liking someone may be one of the biggest motivators yet. It certainly is a very strong trigger. Either knowing and liking someone, or wanting them to know and like us may motive us to comply with many things.

This can be seen in most network marketing businesses. Simply get the hostess to invite people who know and like her, or that she knows and likes and they will feel obligated to purchase something form a complete stranger. We can see this in Tupperware, make-up businesses, and other hostess and party type based network marketing home businesses. Those who come to the party will purchase things form someone they hardly know just because they like the hostess and feel obligated. They feel good about their purchases simply base on this fact.

Other network marketers take a different angle. They attempt, and sometimes successfully, to establish a friendly relationship in an effort to get you to like them. A prime example is a car salesman who made the Guinness Book of World Records as the “world’s greatest salesman” by selling five cars per day using this tactic and offering a fair price.

The Fifth: Authority

Many are compelled by authority to act on given commands. Its lead or be lead trigger that makes most follow authority to “safety.” It signals the willingness of humans to go to any extreme length while submitting themselves to commands from authority figures. It also shows the sheer strength authority has on people.

It has its advantages when placed in society. In general, an accepted system of authority allows for the development of a social structure to take on a sophisticated nature and develop systems for commerce, leadership, defense, and enables a society to move as a whole toward a common goal. It benefits such things in society as resource protection, trade, expansion, social justice, and a government control that would be hard to impart without it. Because authority implies access for followers to more resources, and implies protection of resources and life, it makes it easy to get people to comply with those in authority. The notion of complying with authority is generally trained from birth on as the right thing to do, and the necessary thing to follow and disobedience is deemed wrong or discouraged.

One famous study we have all heard of if we have ever taken a course on psychology of the human mind is that of a panel of participants who were under the command of an authority figure wearing a lab coat. The lab coat wearing participants were instructed to steadily implement increasingly painful shocks to another third panel of participants. Unknown to the participants following the lab coat wearers orders, the third group really were not receiving shocks at all. But that did not stop them from continually turning up the shock level of the machine and repeatedly administering shocks no matter how much pain the third participants pretended to be in.

The Sixth: Scarcity

Ever see those “limited time” offers? Scarcity is a trigger used to imply dwindling resources and a must have desire. Its appeal is based on merits that imply it’s unavoidable to run out, or will be completely unavailable at some point and must be pickled up now. As long as it is less available, on a limited supply basis, has an imposed deadline, or is extremely rare it will be perceived as very valuable.

The ubiquitous time-sensitive offerings used in marketing make this claim all too clearly. They imply that customer must purchase this item before it is too late. These are often staring us straight in the face as one time sales events, never really going-out-of-business sales, fake count down timers, and other compelling offers such as “a limited number will be sold,” or “a limited number may join.”