Conceal Your Intentions:
Keep people off balance and in the dark by never revealing the purpose behind your actions. Without a clue as to what you are up to, they cannot prepare a defense. Guide them far enough down the wrong path, envelop them in enough smoke, and by the time they realize your intentions, it will be too late.
Create an Air Of Mystery
Never make it too clear what you are doing or about to do. Do not show all your cards. Mystery and uncertainty create anticipation - everyone will want to know what comes next. Use mystery to beguile, seduce, even frighten.
Crush You're Enemy Totally
All great leaders since Moses have known that a feared enemy must be crushed completely. (Sometimes they have learned this the hard way.) If one ember is left alight, no matter how dimly it smolders, a fire will eventually break out. More is lost through stopping halfway than through total annihilation: the enemy will recover, and will seek revenge. Crush him, not only in body but in spirit
Use Absence To Increase Respect and Honor
Too much circulation makes the price go down: the more you are seen and heard from, the more common you appear. If you are already established in a group, temporary withdrawal from it will make you more talked about, even more admired. You must learn when to leave. Create value through scarcity.
Keep Others In Suspense: Cultivate An Air of Unpredictability
Humans are creatures of habit with an insatiable need to see familiarity in other people