Arrakis teaches the attitude of the knife — chopping off what’s incomplete and saying: “Now, it’s complete because it’s ended here. - Frank Herbert

"It isn't surprising," Piaget said, "to find the 'N-square' law from warfare being applied to advertising and politics — other kinds of warfare, you see — with no real conversion problem from one field to the other. Each has its concepts of concentration and exposure. The mathematics of differentials and predictions apply equally well, no matter the field of battle".

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.

There’s always a prevailing mystique in any civilization,” Leto said. “It builds itself as a barrier against change, and that always leaves future generations unprepared for the universe’s treachery. All mystiques are the same in building these barriers — the religious mystique, the hero-leader mystique, the messiah mystique, the mystique of science/technology, and the mystique of nature itself. We live in an Imperium which such a mystique has shaped, and now that Imperium is falling apart because most people don’t distinguish between mystique and their universe. You see, the mystique is like demon possession; it tends to take over the consciousness, becoming all things to the observer.