In the beginning, you must work to establish a reputation for one outstanding quality, whether generosity or honesty or cunning. This quality sets you apart and gets other people to talk about you. You then make your reputation known to as many people as possible (subtly, though; take care to build slowly, and with a firm foundation), and watch as it spreads like wildfire.
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The more one seeks to rise into height and light, the more vigorously do ones roots struggle earthward, downward, into the dark, the deep — into evil.
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