[T]he fifth rule: Ridicule is man's most potent weapon. - Saul Alinsky

Men don't like to step abruptly out of the security of familiar experience; they need a bridge to cross from their own experience to a new way. A revolutionary organizer must shake up the prevailing patterns of their lives—agitate, create disenchantment and discontent with the current values, to produce, if not a passion for change, at least a passive, affirmative, non-challenging climate.

The end is what you want and the means is how you get it.

The most unethical of all means is the non-use of any means.