No matter what the scope of the group is, small or large, it turns out that the same few basic steps are needed to get it started and to keep it thriving.
(2) Decide who may join. It is critical that these distinctions be apparent from the outset After all, you’re not just defining who gets to join. You’re also defining who doesn’t get to join and that’s just as important. You absolutely want your members to feel superior to somebody so that they have a sense of entitlement and privilege that is denied to all outsiders. It is important that your membership have a sense of superiority that can justify exclusion, which lets your organization form strong internal bonds. It also sets the stage for establishing rules that favor “your kind”. And you absolutely do not want to overlook the advantages of a “tiered” hierarchy. This approach, in addition to completely excluding some classes of people, also reduces some members to a lower status. Women, for example, while accepted as members, might be excluded from leadership positions. This type of tiered hierarchy sets the stage for assigning subservient and non-threatening roles to some members, reserving the plum positions for the favored few.
(3) Establish rules. Written or unwritten, rules give you an important tool for controlling the people within your organization. Rules make it possible for your leadership to distance themselves from hard decisions because they can point to the rules and declare that “we have no choice”. In a small group such as a bowling team it can be advantageous to informally maintain your rules orally, as this allows you to subtly change them when it suits your purpose. But in larger organizations you will have no choice but to write them down due to the large number of rules required. Even so, there can be advantages to a large body of codified rules because when a certain mass of rules is realized, your members will no longer be able to easily reference them, which increases your leverage. Initially, rules should be kept simple and promote the notion that their major object is fairness. As the separation between the governors and the governed becomes larger though, and as the sheer number of rules becomes larger, it will be possible to manipulate and obfuscate the rules to maximize the gains and advantages of your favored classes and leaders. Once this occurs, create sub-organizations whose entire purpose is to create more rules and to enforce the existing ones. To amplify the impression of power of these sub-organizations, house them in massive ornate buildings that will convey the power of the august bodies within.
(4) Whip up a fervor for your cause. For nations, we’re talking about patriotism bordering on jingoism. For the small organization such as a social lodge, a “we’re number one” mentality works great. Use all your weapons here; special colors, secret handshakes, uniforms, flags, patriotic songs, symbols to put on your cars and buildings, achievement awards. Consider a line of jewelry that members can wear that displays your special symbols and lets them be identified, both to each other and to outsiders. Why not distribute news clips or web sites or official dispatches that describe injustices against your group by outsiders? Promote feelings of being persecuted and treated unfairly. Create and reinforce a fortress mentality. When you need to motivate your members to get something done, one of your best tools is a carefully nurtured feeling of indignation and outrage at what “the others” have done to your kind.
(5) Give your leaders special privileges. There is probably no other rule in this list that will do more for ensuring the vitality and longevity of your organization. Those in charge will be most motivated to further your cause if they recognize that they can personally benefit from it. And you can really use your imagination here. Special parking spots, higher income, fancy palaces in which they can reside, sky boxes at sporting events, tax laws that favor your leadership, immunity from prosecution for flouting the usual rules, the sky is the limit here. And don’t overlook impressive titles, big offices, and massive desks to stroke their egos. Take care of your leaders and they’ll take care of you.
(6) Establish a mystique. Fancy ceremonies, elaborate costumes, initiations, chanting, processions of all kinds … all these things generate the feeling in the average person that there are powerful forces at work that they can only begin to imagine. They will be humbled by pomp and mysterious ceremonies and more willing to obey a leadership that seems to possess and control an inaccessible knowledge. An important aspect of the power of ceremony is establishing repetitious symbolic behavior because this unifies a group and establishes an atmosphere of obedience. Just as importantly, it stamps your organization with a particular set of practices that distinguishes it from others. The result? A cohesive bonded body of people committed to your purposes.
(7) Claim some territory. Starting a country club? A country? A religion? Stake out a sizeable chunk of land that you can claim one way or another. Get it granted to you, ceded to you, or steal it. If absolutely necessary, reimburse the people from whom you take it. Whatever it takes, grab hold of some terra firma that you can put a fence around. You’ll be able to keep your membership happily focused by constructing buildings on your land, strengthening your fortifications, storing provisions, and making a safe place to keep “the others” out of. Dress up your property with impressive edifices that will shame your neighbors and set aside one or two of your buildings as places that only your leaders can frequent to promote an atmosphere of healthy competition among your members.