Law 6 - Court attention at all cost

Question 1

What kind of image should you create for yourself?

Answer 1

Unforgettable
Controversial
Scandalous

Question 2

What goal do you aim for while courting attention?

Answer 2

1. To seem larger than life

2. To shine more brightly than those around you

Question 3

What kind of attention should you vie for?

Answer 3

ANY kind of attention (positive OR negative) is better than NO attention

“A name without fame is like fire without flame”

Question 4

What is the sequence of steps you must follow to grab people’s attention?

Answer 4

1. Do something different/odd/inexplicable/unusual
2. Kindle curiosity
3. Create a crowd - attention GAINED
4. Never let go

Question 5

What should you do at the START of your career to gain attention?

Answer 5

Attach your name and reputation to a quality/image that SETS YOU APART from others

Question 6

Examples of qualities/images that set you apart from others

Answer 6

1. Characteristic style of dress
2. Personality quirk that amuses people and gets talked about
3. Enthralls people
4. Draw attention to yourself somehow

Question 7

Should you avoid doing controversial things?

Answer 7

No. Controversy/scandal should be courted. Being talked about is better than being ignored.

Question 8

What is fame?

Answer 8

Attention. Both positive and negative.

Question 9

What is your first big goal at the start of your career?

Answer 9

To establish your IMAGE. A place in the sky for your star.

Question 10

What do you learn from nobel prize shenanigans of edison?

Answer 10

Never share the stage with anyone. Fame = attention, and your fame is yours and yours alone.

Question 11

What do you do for attention when you can’t draw it because no one can look?

Answer 11

Attack the most visible, famous, and powerful person you can find. It puts you in the public eye.

Question 12

What do you do once you’re in the limelight?

Answer 12

You do things to hold people’s attention

Question 13

What is the single most important thing to do to hold people’s attention?

Answer 13

NEVER be predictable

Question 14

How do you prevent yourself from being predictable?

Answer 14

1. Picasso - deliberately upset the public, go against ALL expectations.
2. Do something ugly and disturbing (better than familiarity)
3. Build their expectations and then completely break them

Question 15

What do you gain by not being predictable?

Answer 15

1. Their respect

2. You tighten your hold on their fleeting attention

Question 16

What kinds of gestures do you do to stay in the limelight?

Answer 16

Large, amusing and scandalous

Question 17

How do you create an air of mystery?

Answer 17

Be subtle.

Don't be upfront
Hold back information
Be silent
Occasionally say ambiguous things
Be deliberately inconsistent

Question 18

How should you use contradiction to add to your aura of mystery?

Answer 18

Your actions should contradict your words

Your actions should contradict others’ perception of you

Question 19

What should you do when cornered, trapped and on the defensive?

Answer 19

Do something that has multiple explanations and can’t be explained right away; makes your intentions obscure.

Question 20

What is mystery?

Answer 20

An interplay of what you reveal and what you conceal.

Question 21

In creating mystery, what should you reveal?

Answer 21

Something that excites

Question 22

In creating mystery, when should you conceal?

Answer 22

Once you’ve revealed enough to create excitement, conceal to heighten interest

Question 23

When creating mystery how do you build expectation?

Answer 23

Don’t declare yourself immediately; and when you explain yourself, don’t be too explicit.

Question 24

What should you be wary of when creating mystery?

Answer 24

Never look deceitful. If your mark feels threatened, pull back. Always be playful.

Question 25

At what point do you pull back your quest for attention?

Answer 25

• never take attention from your superiors

- never appear OVERLY Greedy for attention

Question 26

How does an air of mystery engender fear?

Answer 26

The uncertain and unknown draws attention, and creates an intimidating presence

Question 27

How do you make the mediocre appear intelligent and profound?

Answer 27

Do things that make no sense - Japanese chauffeur, big books, telegrams at odd hours etc.

People come to you and beg you for your attention.

Question 28

In conclusion, what are the cornerstones of building mystery?

Answer 28

1. Silent
2. Vague
3. Never be explicit
4. Unpredictable
5. Contradictory
6. Playful
7. Yin and yang - hide and reveal