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One word that we humans LOVE to use is "should."

The solution to pretty much any problem, large or small, is the word "should."

Fast on the heels of that common "solution" word is the word "we."

For example, suppose you're walking down the street with your buddy.

And there is litter everywhere.

And you use a common structure to "solve" this litter problem.

"Wow, we need to do a better job of putting trash in the trash cans."

People like the word "we" because it sounds like "we" are all in this together.

But unless the person using the word "we" is a proud member of the littering people, that's not what they REALLY mean.

What they really mean is "they" need to do a better job putting trash in the trash can instead of on the street.

This brings up the comfortable word "should."

As in "they" should stop doing whatever they're doing.

If you listen carefully to any intellectual coming up intellectual ideas about how to "fix" society, you'll see this structure.

"We" "should" do things differently.

It's merely a polite way of saying "they" should do things differently.

But here's the thing.

Nobody wakes up and thinks:

"Hmm, I wonder what those other people think I should do today?"

Nobody plans their activities and behaviors based on what other people think they SHOULD do.

Here's a mental experiment to help understand.

Pick one thing you think people "should" do or "shouldn't" do.

And imagine looking at a group of people.

And imagine telling them directly:

"Hey, you guys shouldn't do that."

And imagine them saying:

"Why not?"


"Yeah, what if we want to?"

Long time ago, I used to sell cars.

I'd talk to people for HOURS.


I'd find out all about their financial situation, relationships, etc.

And from my perspective, buying a new car made PERFECT sense.

I knew they'd like it.

I knew they could afford it.

But when I looked them in the eye and said:

"You should buy this car!"

They said:

"Yeah, I dunno...."

It turns out the word "should" isn't the magic we all pretend it is.

Why do we like it so much?

We love to PRETEND we have power.

We love to PRETEND that the genius of our ideas is ENOUGH.

That if we only explain ourselves, people will take our super genius ideas and suddenly realize they've been doing it wrong.

Why do we like to pretend we have this kind of magical powers of others?

Because this is the prime directive of humans.

To get as much hierarchical dominance as possible.

The higher up you get, the better EVERYTHING is.

Unfortunately, this instinct is being fed by pretend, fake ideas.

But if you can figure out how to get REAL hierarchical dominance?

That is REAL power.

Not PRETEND power.

Learn How:


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