“People always want something more than immediate joy or that deeper sense called happiness. This is one of the secrets by which we shape the fulfillment of our designs. The something more assumes amplified power with people who cannot give it a name or who (most often the case) do not even suspect its existence. Most people only react unconsciously to such hidden forces. Thus, we have only to call a calculated something more into existence, define it and give it shape, then people will follow.”