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If you want to know your enemy, or your targeted group, let's say you're trying to sell them something, or you're trying to appeal to something, or appeal to them with, if you're trying to win an election, what is it that you go after?
You go after what scares them.
You want to know what terrifies them.
Or as was said one time in a great BBC documentary, you must understand the power of nightmares.
I'm going to go into that very soon.
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Is it better to be loved or hated?
You've heard this a million times, right?
This is the sunny piece.
Was it Bronx Tale?
Is it better to be loved or feared?
Let me tell you right now.
Negative is what counts.
Positive is evanescent.
Positive doesn't mean a lot.
What scares you?
What scares you?
The thing that makes an animal able to withstand the rigors of life in the jungle.
Is the ability, and I say this, the ability to understand, to appreciate fear and what will kill it and to avoid what will kill it.
You will never see the end of a species, the rumination, the termination of a species or of a particular form of life because they loved too much.
Now we might because...
Of our sedentary lifestyle and how we abuse ourselves.
But for the most part, what is critical for the duration, for the livelihood of an animal, of a species, is to know and to appreciate what scares them.
And when you run for office, what is it that you're trying to tell people?
What is it that America wants to know?
It's what it fears.
There are people today who are called Democrats.
Many of them, many, many, many of them.
Good, good, good, great people.
But many of them, of that many, many of the many, are there because they hate Donald Trump.
It is what motivates them.
And they feel somehow like they've never been more alive than when they hated Donald Trump.
Now, this has always been the case.
People on the right, and by the way, I just used these terms, right and left, just for purposes of shorthand.
I don't really believe that people are left and right, and Democrats and liberals.
I think the left-right paradigm is just a mistake, if you will.
But...
The right hated Bill Clinton.
The right hates Hillary Clinton.
The right hates AOC.
Hates!
Fears.
What is hate?
It's fear.
You fear them.
You detest them.
And it's not a passive kind of a mild perturbation.
It is vile.
It is focused.
It is absolutely unyielding disgust.
It's fear.
It's the most important thing in the world.
Ronald Reagan Might have been the last person that I remember running for president, or who was a president, who used morning in America.
The great.
The great promise of America.
What America was.
Oh, it was great.
Where we were happy, and we got up in the morning, and we praised God.
Remember those great ads of waking up?
Morning, Dave.
Morning in America.
Loving the kid with the paper on his bike.
Morning, Mr. Sanders.
Morning, Timmy.
Leave it to beaver.
Loved it.
Positive.
Not anymore.
That ain't gonna work.
No.
What is it that scares people?
What is it that scares people?
I'm gonna tell you something.
You ready for this?
I'm gonna tell you.
And it's as old as, well, as mankind.
And it is the essence of every form of fear that there is.
It's the most critical aspect of fear.
And you know what it is?
The unknown.
Not knowing what something is going to be.
What is it?
What will nuclear annihilation be like?
What will the death from COVID be like?
What will it be like to be, to live in this world of a pandemic?
What will it be like to see people keel over and drop dead in the streets?
What will it be like?
Where will this end?
It just goes down.
Communism, polio, throughout history, it's always the unknown.
I mean, you knew the sort, you knew the name of what you feared, but you couldn't imagine what it was like.
What must that be like?
And that's what it does.
And what Republicans have to do is very simply Don't even tell potential voters, specifically undecideds and independents.
And by the way, the same rule can apply for Democrats too.
You don't say, this is going to happen.
You say, can you imagine what your child's world will be?
What kind of a world your grandchildren will live in if this continues?
Let them fill in the blanks.
The hell they come up with is worse than anything you can even imagine.
You know, they asked years ago, Alfred Hitchcock, why was Psycho so scary?
He says, I never showed you the monster.
Never saw it.
Never really saw it.
You didn't have to.
You didn't have to.
You didn't have to...
You didn't have to...
Remember, it was this weird killer behind the shower curtain, black and white even, just the swirling, was it the Borealis effect of blood?
I've always been fascinated by serial killers.
And when there's a serial killer on the loose, the boogeyman, what is he like?
Could he be here?
Could this killer be among us?
And then you see him, and you're let down.
Ridgeway, the Green River Killer, BTK, Ted Bundy, a little bit different, but when you see them, they're profoundly ordinary.
It's a letdown.
The monster.
And there's always, there's just something about it.
This is who we are.
It is a survival instinct.
It allows people to appreciate inconceivable horror.
And if you can harness that, if you can harness it, when you were a kid, you heard about the boogeyman, you heard about things, you just, you didn't, you just...
And everything that you feel, everything that you appreciate is because of something atavistic, something primordial, something that is hardwired in who you are.
One of the scariest things for me as a political commentator and observer is I don't know who the enemy is.
I don't think it's Joe Biden.
I don't think it's the Democrats.
I'm not a Republican.
Never been a Republican.
I don't even think it's a Democrat.
I call it the shadow government.
There's a shadow government, a police state, intel state, deep state, shadow government, ruling class, something, some cryptocracy pulling the levers.
Who is it who all of a sudden said, we're going to have a spate, a plethora, an avalanche of drag...
Performers in public schools and children.
We're going to take transgenderism, which we've all known about, Christine Jorgensen, Rene Richards, and we're going to perfuse, extravasate, we're going to absolutely fill every aspect, every corner of our society with this.
Joe Biden's not behind that.
AOC's not behind that.
Who is the monster?
Who's the boogeyman?
Who's calling the shots?
Who is this imaginary, scary, ghoulish person?
That's what I want to know.
And that's what I find fascinating.
And if you do too, you know what you have to do now, don't you?