The most futile thing on earth is to attempt to convince someone, he says. Experts gain joy from others liking what they say and everyone likes to be liked - it's just the way that human beings have learned to live. 'If something really worked, then it shouldn't keep needing to be done' If there are millions of how-to books about everything, "that means it doesn't work" He adds: 'It's all for the masses, therefore it's for nobody.'

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