I am generally opposed to philosophizing or abstracting engineering tactics into The Three Rules for SuchandSuch. I will leave that kind of thing to underemployed MBAs who need clickbait LinkedIn posts, or anyone who works for BuzzFeed or Cosmopolitan. One understands animus engineering by seeing it happen, or, barring that, reading about specific cases. I don’t believe we can separate how it works from the details of how it worked in one case any more than we can separate feelings from a feeler, or the contents of consciousness from consciousness.

That said, engineers sometimes submit anecdotes, intuition pumps, or metaphors that are so general they can’t fit into the Past Work section, but that are still useful and instructive.