How to Motivate Black Sheep

"If you want to motivate black sheep, give them a battle," he says. "One thing that is very effective is to find a common enemy." The enemy doesn't have to be a person - it can be a mind set or presumption. It can even be something like a trend in movies that is just making movies stupider. That fires people up. You're kind of striking your sails in a storm and you're ok with it".