I read an interesting history book a while ago.

The author had a different take than most authors.

Most history writers focus on events and people, and people’s intentions.

But this guy was different.

He had a couple theories that the actual people involved in history had much less of an impact than most people give them credit for.

For example, many people consider Genghis Khan one of the greatest conquerors of all time.

However, what’s not usually known is that while he and his use horseback army were sweeping across the Earth, conquering villages and cities, that area of the world had unseasonably wet summers.

Once in a thousand years unseasonably wet.

Which meant a lot MORE stuff grew after the rains stopped.

Which for Genghis and his boys, meant there was a lot MORE fuel for their horses.

Allowing them to ride a lot further, and support a lot more of them.

Another idea this guy had was the bulk of human inventions were created for two very important reasons.

To make things easier and safer.

Since humans are scared and lazy, the safer something is the better.

And the easier something is the better.

Using these two “paradigms” (that humans are scared and lazy, and geographic and weather conditions played a huge role) history is pretty easy to understand.

Which is a pretty good model to work from.

At least the “lazy part.”

The greatest inventions of humankind were done to make things easier. So we could be lazier.

Air travel, microwaves, Internet shopping, all fantastic for lazy people.

Communication is the same way.

You can do it the easy, lazy way, or you can do it the hard, dangerous way.

The hard, dangerous way is the “hard sell.” Even if you aren’t selling, that’s what most people use.

It’s a contest of “ideas” and whoever can present their “idea” the strongest usually wins.

Kind of like Genghis and his boys showing up with thundering hooves and thirst for blood.

On the other hand, you can use the lazy way. The safe way.

Just sit back and pull out the other person’s desires.

If you make them big and bright enough, using the other person’s words and ideas, they’ll “stick” to anything.

Which means YOU won’t have to do any work at all.

THEIR desires will do all of the heavy lifting.

And they’ll LOVE it.

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