Always remember the first rule of power tactics: Power is not only what you have but what the enemy thinks you have. The second rule is: Never go outside the experience of your people. When an action or tactic is outside the experience of the people, it results in confusion, fear, and retreat. [...] The third rule is: Whenever possible go outside of the experience of the enemy. Here you want to cause confusion, fear, and retreat.

Saul David Alinsky