The essential task of persuasion is to adorn what the one persuaded prides in and conceal what he is ashamed of.
If he has urgent private desires, the persuader must affirm and encourage them in the name of public justice.
If his mind harbors base cravings he cannot restrain, the persuader beautifies his intentions and downplays his misdeeds.
If he cherishes lofty ideals yet cannot realize them, the persuader points out their flaws and praises his caution in not acting rashly.
If he wishes to boast of his wisdom and ability, the persuader cites analogous cases from other matters, creates opportunities for him, lets him display intelligence through the persuader’s words, and feigns ignorance to enhance his prestige.
If presenting advice for his private security, the persuader expounds it with noble reputation while subtly showing its alignment with his personal interests.
If stating potential harms, the persuader reveals public criticism while hinting at its connection to his personal peril.
Praise those who share his conduct; plan matters consistent with his schemes.
If he has shared dishonorable acts with others, magnify and justify them as harmless.
If he has shared failures with others, clarify and excuse them as blameless.
If he boasts of his strength, do not constrain him with difficult tasks.
If he prides himself on bold decisions, do not anger him by pointing out his faults.
If he esteems his strategies, do not embarrass him with their failures.
When the general direction does not contradict his will and words do not restrict his feelings, one may fully exert wisdom and eloquence. Thus one gains intimacy without suspicion and speaks freely.
Yi Yin worked as a cook, Baili Xi as a slave; both served their rulers through humble status. Though both were sages, they still humbled themselves to advance – such was their lowly position.
Even if my words seem as lowly as a cook’s or slave’s, as long as they are adopted to reform the world, it is no shame for an able statesman.
After long‑term companionship, when royal favor runs deep, one may propose profound plans without suspicion and argue frankly without punishment. Then one clearly analyzes gains and losses to achieve merits, directly distinguishes right from wrong to purify conduct. By maintaining such long‑term counsel, persuasion succeeds.
Note
This passage offers a complete survival strategy for political advisors: flatter the ruler’s pride and private interests to win trust first; only after long‑term intimacy can one honestly guide governance and realize political ideals.
Late Warring‑States Legalist master. This passage is from On the Difficulty of Persuasion (Shuo Nan), revealing pragmatic psychological tactics for political advisors.
Yi Yin
Sage minister of the Shang Dynasty; he worked as a cook to win King Tang’s trust and later governed the state.
Baili Xi
Psychological Persuasion Tactics
Han Fei’s core strategy: prioritize catering to the ruler’s ego, pride and private interests first, instead of directly criticizing or arguing. Build trust before giving honest advice.
Humble Means for Noble Ends
Using Yi Yin and Baili Xi’s stories, Han Fei argues that temporary humility and compromise are not shame, but necessary steps to realize state‑governing ideals.
Long‑Term Political Counsel
True persuasion is long‑term: gain deep royal favor first, then dare to speak truthfully on right and wrong.
凡說之務，在知飾所說之所矜而滅其所恥。彼有私急也，必以公義示而強之。其意有下也，然而不能己，說者因為之飾其美而少其不為也。其心有高也，而實不能及，說者為之舉其過而見其惡而多其不行也。有欲矜以智能，則為之舉異事之同類者，多為之地，使之資說於我，而佯不知也以資其智。欲內相存之言，則必以美名明之，而微見其合於私利也。欲陳危害之事，則顯其毀誹而微見其合於私患也。譽異人與同行者，規異事與同計者。有與同汙者，則必以大飾其無傷也；有與同敗者，則必以明飾其無失也。彼自多其力，則毋以其難概之也；自勇其斷，則無以其謫怒之；自智其計，則毋以其敗窮之。大意無所拂悟，辭言無所繫縻，然後極騁智辯焉，此道所得親近不疑而得盡辭也。伊尹為宰，百里奚為虜，皆所以干其上也，此二人者，皆聖人也，然猶不能無役身以進，如此其汙也。今以吾言為宰虜，而可以聽用而振世，此非能仕之所恥也。夫曠日離久，而周澤既渥，深計而不疑，引爭而不罪，則明割利害以致其功，直指是非以飾其身，以此相持，此說之成也。
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