People always want something more than immediate joy or that deeper sense call
ed 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 cann
ot give it a name or who (most often the case) do not even suspect its existen
ce. Most people only react unconsciously to such hidden forces. Thus, we hav
e only to call a calculated something more into existence, define it and give
it shape, then people will follow.

-Leadership Secrets of the Bene Gesserit