Give them pleasure. The same pleasure they have when they wake up from a nightmare.
For me work is an absolute necessity, indeed I can’t really drag it out, I take no more pleasure in anything than in work, that’s to say, pleasure in other things stops immediately and I become melancholy if I can’t get on with the work.
Every morning upon awakening, I experience a supreme pleasure: that of being Salvador Dalí, and I ask myself, wonderstruck, what prodigious thing will he do today, this Salvador Dalí.
Business first; pleasure afterwards.
Beware of over-great pleasure in being popular or even beloved.