The Pitch

1. Start by bringing to people's minds things that they already know exist and are successful.
- Problem: There are multiple aspects of these things that make them appealing to people; if you mention them all at the same time it may be difficult for people to 

- There is a reason people join frats.
- There is a reason people join the military.
- There is a reason people join religious groups.
- There is a reason people prefer Apple computers.

2. Then 


fight club, bf skinner, walden 2, prison, college, apple computers, marines/army, indentured servants, harlem children's zone, TFA, slot machines, videogames




Easing People Into It

- The military doesn't just ship civilians straight to a war zone; it eases people into the system with bootcamp.