Robert W. Greene

You are born into a generation that defines who you are more than you can imagine. Your generation wants to separate itself from the previous one and set a new tone for the world. In the process, it forms certain tastes, values, and ways of thinking that you as an individual internalize. As you get older, these generational values and ideas tend to close you off from other points of view, constraining your mind. Your task is to understand as deeply as possible this powerful influence on who you are and how you see the world. Knowing in depth the spirit of your generation and the times you live in, you will be better able to exploit the zeitgeist. You will be the one to anticipate and set the trends that your generation hungers for. You will free your mind from the mental constraints placed on you by your generation, and you will become more of the individual you imagine yourself to be, with all the power that freedom will bring you.

If possible, avoid deep contact with those whose time frame is narrow, who are in continual react mode, and strive to associate with those with an expanded awareness of time.

People may point to all of this as evidence that we humans are becoming more honest and truthful, but human nature does not change within a few generations. People have become more obvious and forthright not out of some deep moral calling but out of increasing self-absorption and overall laziness. It requires no effort to simply be oneself or to blast one’s message. And the lack of effort simply results in a lack of effect on other people’s psychology. It means that people’s interest in you will be paper thin. Their attention will quickly move on and you will not see the reason for this. Do not swallow the easy moralism of the day, which urges honesty at the expense of desirability. Go in the opposite direction. With so few people out there who understand the art of desirability, it affords you endless opportunities to shine and exploit people’s repressed fantasies.

It is in the animal part of your nature to be most impressed by what you can see and hear in the present—the latest news reports and trends, the opinions and actions of the people around you, whatever seems the most dramatic. This is what makes you fall for alluring schemes that promise quick results and easy money. This is also what makes you overreact to present circumstances—becoming overly exhilarated or panicky as events turn one direction or the other. Learn to measure people by the narrowness or breadth of their vision; avoid entangling yourself with those who cannot see the consequences of their actions, who are in a continual reactive mode. They will infect you with this energy. Your eyes must be on the larger trends that govern events, on that which is not immediately visible. Never lose sight of your long-term goals. With an elevated perspective, you will have the patience and clarity to reach almost any objective.

Each of us has a particular way of looking at the world, of interpreting events and the actions of people around us. This is our attitude, and it determines much of what happens to us in life. If our attitude is essentially fearful, we see the negative in every circumstance. We stop ourselves from taking chances. We blame others for mistakes and fail to learn from them. If we feel hostile or suspicious, we make others feel such emotions in our presence. We sabotage our career and relationships by unconsciously creating the circumstances we fear the most. The human attitude, however, is malleable. By making our attitude more positive, open, and tolerant of other people, we can spark a different dynamic—we can learn from adversity, create opportunities out of nothing, and draw people to us. We must explore the limits of our willpower and how far it can take us.

Unlike animals, with their instincts to guide them past dangers, we humans have to rely upon our conscious decisions. We do the best we can when it comes to our career path and handling the inevitable setbacks in life. But in the back of our minds we can sense an overall lack of direction, as we are pulled this way and that way by our moods and by the opinions of others. How did we end up in this job, in this place? Such drifting can lead to dead ends. The way to avoid such a fate is to develop a sense of purpose, discovering our calling in life and using such knowledge to guide us in our decisions. We come to know ourselves more deeply—our tastes and inclinations. We trust ourselves, knowing which battles and detours to avoid. Even our moments of doubt, even our failures have a purpose—to toughen us up. With such energy and direction, our actions have unstoppable force.

Admiration is the polar opposite of envy—we are acknowledging people’s achievements, celebrating them, without having to feel insecure.

We have a side to our character that we are generally unaware of—our social personality, the different person we become when we operate in groups of people. In the group setting, we unconsciously imitate what others are saying and doing. We think differently, more concerned with fitting in and believing what others believe. We feel different emotions, infected by the group mood. We are more prone to taking risks, to acting irrationally, because everyone else is. This social personality can come to dominate who we are. Listening so much to others and conforming our behavior to them, we slowly lose a sense of our uniqueness and the ability to think for ourselves. The only solution is to develop self-awareness and a superior understanding of the changes that occur in us in groups. With such intelligence, we can become superior social actors, able to outwardly fit in and cooperate with others on a high level, while retaining our independence and rationality.

Sometimes the changes that are generated in a revolutionary period are rather trivial and do not last past the cycle. But sometimes, from a strong crisis, a revolution forges something new that lasts for centuries and represents progress toward values that are more rational and empathetic. In seeing this historical pattern, we must recognize what seems to be an overall human spirit that transcends any particular time and that keeps us evolving. If for any reason the cycle stopped, we would be doomed.

People are rarely who they seem to be. Lurking beneath their polite, affable exterior is inevitably a dark, shadow side consisting of the insecurities and the aggressive, selfish impulses they repress and carefully conceal from public view. This dark side leaks out in behavior that will baffle and harm you. Learn to recognize the signs of the Shadow before they become toxic. See people’s overt traits—toughness, saintliness, et cetera—as covering up the opposite quality. You must become aware of your own dark side. In being conscious of it you can control and channel the creative energies that lurk in your unconscious. By integrating the dark side into your personality, you will be a more complete human and will radiate an authenticity that will draw people to you.

We humans like to imagine that we have an objective knowledge of the world. We take it for granted that what we perceive on a daily basis is reality—this reality being more or less the same for everybody. But this is an illusion. No two people see or experience the world in the same way. What we perceive is our personal version of reality, one that is of our own creation. To realize this is a critical step in our understanding of human nature.

In human culture, we can see a phenomenon—changes in fashions and styles—that at first glance might appear trivial, but that in fact is quite profound, revealing a deep and fascinating part of human nature. Look at clothing styles, for instance. In the stores or in fashion shows we can perhaps detect some trends and changes from a few months before, but they are usually subtle.