Bring continual pressure. Never stop fighting. Turn negatives into positives. Always have a constructive alternative.
The tenth rule: The major premise for tactics is the development of operations that will maintain a constant pressure upon the opposition.
It is this unceasing pressure that results in the reactions from the opposition that are essential for the success of the campaign. It should be remembered not only that the action is in the reaction but that action is itself the consequence of reaction and of reaction to the reaction, ad infinitum. The pressure produces the reaction, and constant pressure sustains action.
The eleventh rule is: If you push a negative hard and deep enough it will break through into its counterside
This is based on the principle that every positive has its negative. We have already seen the conversion of the negative into the positive, in Mahatma Gandhi’s development of the tactic of passive resistance.
One corporation we organized against responded to the continuous application of pressure by burglarizing my home, and then using the keys taken in the burglary to burglarize the offices of the Industrial Areas Foundation where I work. The panic in this corporation was clear from the nature of the burglaries, for nothing was taken in either burglary to make it seem that the thieves were interested in ordinary loot—they took only the records that applied to the corporation. Even the most amateurish burglar would have had more sense than to do what the private detective agency hired by that corporation did. The police departments in California and Chicago agreed that “the corporation might just as well have left its fingerprints all over the place.”
In a fight almost anything goes. It almost reaches the point where you stop to apologize if a chance blow lands above the belt. When a corporation bungles like the one that burglarized my home and office, my visible public reaction is shock, horror, and moral outrage. In this case, we let it be known that sooner or later it would be confronted with this crime as well as with a whole series of other derelictions, before a United States Senate Subcommittee Investigation. Once sworn in, with congressional immunity, we would make these actions public. This threat, plus the fact that an attempt on my life had been made in Southern California, had the corporation on a spot where it would be publicly suspect in the event of assassination. At one point I found myself in a thirty-room motel in which every other room was occupied by their security men. This became another devil in the closet to haunt this corporation and to keep the pressure on.
The twelfth rule: The price of a successful attack is a constructive alternative.
You cannot risk being trapped by the enemy in his sudden agreement with your demand and saying “You’re right—we don’t know what to do about this issue. Now you tell us.”
This is crucial. We need detailed plans and demands. If not, we get sandbagged when they say, what do you want.”