A lot of them/(((them))) use Sal's simple but effective rules (even if they don't realize it).

Use their rules against them!

RULE 1: “Power is not only what you have, but what the enemy thinks you have.”

RULE 2: “Never go outside the expertise of your people.”

RULE 3: “Whenever possible, go outside the expertise of the enemy.”

RULE 4: “Make the enemy live up to its own book of rules.”

RULE 5: “Ridicule is man’s most potent weapon.”

RULE 6: “A good tactic is one your people enjoy.”

RULE 7: “A tactic that drags on too long becomes a drag.”

RULE 8: “Keep the pressure on. Never let up.”

RULE 9: “The threat is usually more terrifying than the thing itself.”

RULE 10: “If you push a negative hard enough, it will push through and become a positive.”

RULE 11: “The price of a successful attack is a constructive alternative.”

RULE 12: Pick the target, freeze it, personalize it, and polarize it.”