CON-ARTISTS hijack our natural motives.
(1) PROTECT YOUR SELF = PROTECT THE IDEAS OF YOUR LEADERS/RELIGION/PROPHETS
(2) PROTECT YOUR FAMILY = PROTECT YOUR FELLOW SOLDIERS/ZEALOTS/ORGANIZATION
(3) PROTECT YOUR PROPERTY = PROTECT THE SYMBOLS AND RELICS AND TERRITORY OF YOUR LEADERS/RELIGION/PROPHETS
For example, "i am second". LINK