Robert Greene’s eclectic masterpiece on the ethics—or lack thereof—of success, “The 48 Laws of Power”, serves as the stimulus for a set of 48 blogs to come on how to use these laws in fighting fraud (turning his rules sideways) and then using them to create better businesses (turning his laws upside down).

Today addresses Law #1: Never outshine the master. This is an excellent starting point, since the fine balance between attentiveness and obsequiousness and is the difference between a trusted aide and dusted aide. Greene’s chapter on Law#1 focuses on how biding one’s time and waiting for a truly inferior master to shoot himself in the foot is a better strategy than exposing the master as a fool.

SIDEWAYS: When it comes to defeating counterfeiters, not outshining the master means not spending more than the counterfeiter on the deterrents used to protect the product. Good advice here is not placing expensive, eye-catching deterrents on the product that a criminal can credibly spoof for less cost. Remember, counterfeiters are creative, counterfeiters typically invest in R&D, and counterfeiters like a challenge. Some examples are using holograms—counterfeiters can credibly spoof these using anything from aluminum foil to cheap lenticular prints. If you try to outspend counterfeiters, then you typically will. They will find ways to simulate your expensive deterrents for less, taking advantage of the indolence, insouciance or innocence of your retailers.

Robert Greene notes that the reversal of this Law is when the “master” is on his or her way down. Then, he advises, one must destroy the master completely. This is because the “master” is no longer master, and to prevent an angered master from coming back to power (with a grudge against you), annihilation is suggested. This makes sense in the realm of counterfeiting. Let the counterfeiters’ R&D skills shine, tease out their talents with inexpensive overt features. Achieve this with variable data printing (VDP) rather than expensive deterrents, where and when possible. When the counterfeiter tips his hand (by the counterfeiter R&D team’s “signature” in attempting to replicate your low-cost deterrence), destroy him completely.

UPSIDE DOWN: Knowing of this law can be used positively to create a collaborative business environment. Here, the law is “never outshine your partner”. Hold one card in reserve, and offer one card free for public viewing (like the dealer in Blackjack, for example). Never play until you have two strategies, each of which is fully thought out beforehand and which tie together after both are deployed. The strategy you give away for free leads to the one you hold in reserve. Bring in any useful, long-term partner (and any truly useful partner should be considered a potential long-term partner) by giving them something for free, or by letting them shine in the early phase. Do not outshine the partner means to share the publicity, the credit and the early glory. Strategy 2 might even make them look better—that is no small price to pay for longevity of your plans—but should also ensure your goals. The only place to outshine a partner is in the differential balance sheet between what you have with them over what you would have had without them.

Work together. It’s more profitable. It’s less stress, too.

Cheers, Steve