Its a process of masters, followers, and bystanders. The master/follower relationship cannot exist without swimming in a sea of bystanders, some of whom become converts. The way the process works is the master says I'm fine, you're not. But if you follow me we will both be fine, and THEY are not fine. "I'm better" draws people who are scared and feel inadequate. They will follow even a big lie because it creates the illusion of safety.