Penetra en sus mentes: Estrategias de comunicación

PENETRATE THEIR MINDS
COMMUNICATION STRATEGIES

Communication is a kind of war, its field of battle the
resistant and defensive minds of the people you
want to influence. The goal is to advance, to
penetrate their defenses and occupy their minds.
Anything else is ineffective communication, selfindulgent
talk. Learn to infiltrate your ideas behind
enemy lines, sending messages through little
details, luring people into coming to the conclusions
you desire and into thinking they've gotten there by
themselves. Some you can trick by cloaking your
extraordinary ideas in ordinary forms; others, more
resistant and dull, must be awoken with extreme
language that bristles with newness. At all cost,
avoid language that is static, preachy, and overly
personal. Make your words a spark for action, not
passive contemplation.
Robert Greene


Yoriyasu was a swaggering and aggressive
samurai.... In the spring of 1341 he was
transferred from Kofu to Kamakura, where he
visited Master Toden, the 45th teacher at
Kenchoji, to ask about Zen. The teacher said, "It
is to manifest directly the Great Action in the
hundred concerns of life. When it is loyalty as a
samurai, it is the loyalty of Zen. 'Loyalty' is
written with the Chinese character made up of
'centre' and 'heart,' so it means the lord in the
centre of the man. There must be no wrong
passions. But when this old priest looks at the
samurai today, there are some whose heart
centre leans towards name and money, and
others where it is towards wine and lust, and with
others it is inclined towards power and bravado.
They are all on those slopes, and cannot have
a centred heart; how could they have loyalty to
the state? If you, Sir, wish to practise Zen, first of
all practise loyalty and do not slip into wrong
desires." The warrior said, "Our loyalty is direct
Great Action on the battlefield. What need have
we for sermons from a priest?" The teacher
replied, "You, Sir, are a hero in strife, I am a
gentleman of peace--we can have nothing to
say to each other." The warrior then drew his
sword and said, "Loyalty is in the hero's sword,
and if you do not know this, you should not talk
of loyalty." The teacher replied, "This old priest
has the treasure sword of the Diamond King,
and if you do not know it, you should not talk of
the source of loyalty." The samurai said,
"Loyalty of your Diamond Sword--what is the
use of that sort of thing in actual fighting?" The
teacher jumped forward and gave one Katzu!
shout, giving the samurai such a shock that he
lost consciousness. After some time the teacher
shouted again and the samurai at once
recovered. The teacher said, "The loyalty in the
hero's sword, where is it? Speak!" The samurai
was over-awed; he apologized and took his
departure.
SAMURAI ZEN: THE WARRIOR KOANS,
TREVOR LEGGETT, 1985