Rule 1: Power is not only what you have, but what an opponent thinks you have. If your organization is small, hide your numbers in the dark and raise a din that will make everyone think you have many more people than you do.
And now even its prior assertions to such widespread strength are in doubt. Former national leaders who have recently left the group said in interviews that the coalition, as critics have long suspected, never commanded the numbers it claimed. The former leaders, who said they spoke because they were resentful that their work had been undermined, revealed some of the techniques that they said were used to inflate the coalition's power and reach.The coalition, these former leaders say, distorted the size of its base by keeping thousands of names of dead people, wrong addresses and duplicates on its list of supporters; printed millions of voter guides that the coalition leaders expected would never be distributed, and hired temporary workers to look busy in the mail room and phone banks to impress reporters and camera crews.
In tours of coalition headquarters, in Chesapeake, Va., for news people, former staff members say, a roving group of employees leapfrogged ahead of reporters to fill empty offices and telephones.
Rule 2: Never go outside the experience of your people. The result is confusion, fear, and retreat.
Rule 3: Whenever possible, go outside the experience of an opponent. Here you want to cause confusion, fear, and retreat.
Rule 4: Make opponents live up to their own book of rules. “You can kill them with this, for they can no more obey their own rules than the Christian church can live up to Christianity.”
Rule 5: Ridicule is man’s most potent weapon. It’s hard to counterattack ridicule, and it infuriates the opposition, which then reacts to your advantage.
Rule 6: A good tactic is one your people enjoy. “If your people aren’t having a ball doing it, there is something very wrong with the tactic.”
Rule 7: A tactic that drags on for too long becomes a drag. Commitment may become ritualistic as people turn to other issues.
Rule 8: Keep the pressure on. Use different tactics and actions and use all events of the period for your purpose. “The major premise for tactics is the development of operations that will maintain a constant pressure upon the opposition. It is this that will cause the opposition to react to your advantage.”
Rule 9: The threat is more terrifying than the thing itself. When Alinsky leaked word that large numbers of poor people were going to tie up the washrooms of O’Hare Airport, Chicago city authorities quickly agreed to act on a longstanding commitment to a ghetto organization. They imagined the mayhem as thousands of passengers poured off airplanes to discover every washroom occupied. Then they imagined the international embarrassment and the damage to the city’s reputation.Rule 10: The major premise for tactics is the development of operations that will maintain a constant pressure on the opposition.Rule 11: If you push a negative hard and deep enough, it will break through to its counterside. According to Alinsky, the main job of the organizer is to bait an opponent into reacting. “The enemy properly goaded and guided in his reaction will be your major strength.”
Rule 12: The price of a successful attack is a constructive alternative. Avoid being trapped by an opponent or an interviewer who says, “Okay, what would you do?”
Rule 13: Pick the target, freeze it, personalize it, polarize it. Don’t try to attack abstract corporations or bureaucracies. Identify a responsible individual. Ignore attempts to shift or spread the blame.
Politics is battle, and the best way to fire up your troops is to rally them against a visible opponent on the other side of the field. If a loyal supporter will fight hard for you, he will fight twice as hard against your enemies
A caution from St. Thomas More: