from Robert Greene’s The 48 Laws of Power, p. 217:
To create a cult you must first attract attention. This you should not do through actions, which are too clear and readable, but through words, which are hazy and deceptive.
(See: BIGLY. Also: YUUUGE. Also: SAD. SO SAD. Also: Anything that can be said in 140 characters)
Your initial speeches, conversations, and interviews must include two elements: on the one hand, the promise of something great and transformative, and on the other a total vagueness.
(See: MAKE AMERICA GREAT AGAIN)
This combination will stimulate all kinds of hazy dreams in your listeners, who will make their own connections and see what they want to see.
(At the risk of repeating herself: MAKE AMERICA GREAT AGAIN)
To make your vaguness attractive, use words of great resonance but cloudy meaning, words full of heat and enthusiasm.
(See: I AM GOING TO APPOINT THE GREATEST CABINET IN THE HISTORY OF THE UNITED STATES)
Stay tuned, dear blog readers. Stay tuned.