This is an essay from my upcoming book Rise and Fight: A Culture Warrior Handbook.

There is an all-encompassing information and culture war raging on the Internet right now. The job that needs done is for the mainstream to be discredited, disassembled, and destroyed in the minds of the general public. This is the most difficult endeavor in the history of mankind and the stakes are final. There will never again be this kind of opportunity to blow open the channels of communication and reach the masses with truth.

Given this struggle as the backdrop, we all need to form working relationships in order to advance freedom making the best use of our abilities. There is a point of distinction I think a lot of people get confused on. I have been confused on it myself and want to offer my thoughts as a way of helping others to get going more efficiently than I have been able to.

There are people you like and people you respect. Sometimes you experience both of these at the same time, but rarely so.

Let’s start with what merits respect.

Results merit respect. The results that matter in this war are twofold: who can do the most damage to the opposition and who can recruit the most capable people into the fray.

In this manner, respect is objective. In a weird way, we are in a popularity contest to the death with the globalist elite. No rational, reasonable person would choose these conditions for mankind. We are in a crap sandwich brought on by greed, apathy, and violence. These forces have shaped our world into what it is now. Anyone with an idea of how society would ideally be maintains a level of dissatisfaction with the state of affairs but not at the expense of pursuing the two main, respectable strategies. Having traveled privately in influential circles, I can guarantee there is a general awareness on the part of platformers of what “ought” to be as opposed to how things are at this point in time. This does not negate what needs to be done, it only informs us of longer term trajectory in strategy.

I won’t name names here. You can think of who scores “gotchas” against the media elite and those who rebuts their talking points on a continual basis. You can also think of those brave warriors on the legalistic end who are undoing the lawsuits and defamation of the left against freedom fighters, often counter-suing themselves. There are also whistle-blowers and populist politicians to think of. These are the forces doing the most damage against the opposition. There may also be clandestine, military operators we don’t know about who are carrying out their duties.

You can also think of teachers and thinkers who give insights to the masses, who convey the reasons for fighting for freedom. These people are vital. They often perform double duties and go on the offensive against the left. These people are from all walks of life. Some are entertainers with legacy platforms they are cashing in on. Some are misfits who take their killer wit to Twitter. Some are philosophical powerhouses who teach us about the good in life.

These are the people to respect. They achieve results. Results are the bottom line.

The people you like are a bit different. If you have firmly aligned your aesthetic standards for liking people to solely those who achieve results, my hat’s off to you. Most people experience the people they like differently.

Broadly speaking, people we like are those who get us to feel pleasant feelings or remind us of how things used to be. Sometimes we like a composer who creates beauty but has no agenda to join in the fray. Perhaps this composer is long gone. Sometimes the person we like provided us with excellent service. Sometimes the person we like appeals to some level of comfort we need in the face of this overwhelming, all encompassing battle for civilization’s soul. The point being that these people are more often than not, direct, explicit culture warriors. Everyone contributes in some manner to the downward or upward movement of human consciousness but some simply are not cued into the tangible structure of the war being waged right now. Some are content to pursue their interests and not plug in too closely with the generals in the war.

We like our neighbor. We like our grocery bagger. We like our landscapers. We like our dentist. These people do not wage the war but they do brighten our days.

When considering results, it is important to untether your tendency to try respect someone from your general approval and liking of them as people. You may like people for the wrong reasons. Or you may like them and they are of little consequence to what really matters. If you want results, you are better off shaping your tendency to “like” toward your experience of genuine respect, not the other way around. Just because you like someone doesn’t mean they are objectively respectable.

It is hard to like some people who are worthy of respect. Perhaps they are too this or that for your taste. If you can keep the like/respect distinction in mind, you will remain a more effective culture warrior.