He's a Malignant Narcissist and a Sociopath so everyone around him are simply seen as people he can use to further his whims. He doesn't like anyone. He has no idea what it is to like anyone. They're just tools. Even his children are probably seen as tools to further his wealth and importance. He will give his fans all kinds of riches and accolades in order to use them easily.
It's said that he appreciates and rewards loyalty. That fits perfectly into his Narcissistic self promotional interest because it's obvious he can use them.
It's the rest of us who are a challenge. He knows he can't win us all over and may even be aware that there are those who can see right through him so he makes friends with powerful people to keep us in check.
Meantime he uses Twitter to keep the chaos going so he can keep us off balance. He doesn't care at all that we may think he's an idiot, because he believes he's outsmarting us by a mile. Like the Wizard of OZ he has everyone believing he's a mighty and powerful entity but behind the curtain is a cowardly tiny man rubbing his hands together in evil glee.
This is the essence and the lifeblood of his power.
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