They start new recruits by getting them to listen to standing order audio tapes. These are produced for the purpose of getting recruits excited by creating a state of affinity with leaders in the business. On these tapes leaders tell of their tortured pasts, their struggles in the business, how they finally succeeded and how free and happy they are.
New distributors over time are conditioned to "duplicate" their upline in every way, "counsel" with them on every matter, large and small and never exhibit any behavior deemed "negative" or unacceptable as determined by the leaders. A way of existence becomes so soldered in the hearts and minds of distributors that they lose their capacity for independent action, thought, and emotion. They become clones whose soul purpose is to recruit others and make THEM into clones and, so, on and on it goes that success and duplication become one and the same in the minds of all.
In response to accusations of cultism they maintain that if, indeed,
it IS true, it doesn't matter because their end goal and product is personal
and financial freedom for all members. Yet, leaders are less than eager
to admit that, like any cult, their motivational organizations necessarily
produce an elite few who have garnered their wealth and power off the backs
of their underlings.