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The key reasons the swarm should not be leaderless are two. You will notice that I refer to “its goals.” Those come from you, the swarm’s founder. If the swarm were allowed to start discussing its purpose in life, then it would immediately lose its power to attract new people — who, after all, feel attracted to the swarm in order to accomplish a specific goal, and not out of some general kind of sense of social cohesion. If the goal is vague or even under discussion, the swarm will not attract people — because they wouldn’t see the swarm as a credible or effective vehicle for realizing their goal. After all, the goal of the swarm is uncertain and unclear if it is under discussion, so what goal would we be talking about in the first place?

Swarmwise - The Tactical Manual To Changing The World.