Masses are rude, lame, unmade, pernicious in their demands and influence, and need not to be flattered, but to be schooled. I wish not to concede anything to them, but to tame, drill, divide, and break them up, and draw individuals out of them.
To be an individual is the hardest thing in the world, because nobody likes you to be an individual. Everybody wants to kill your individuality and to make a sheep out of you. Nobody wants you to be on your own.
Unless you drop your personality you will not be able to find your individuality. Individuality is given by existence; personality is imposed by the society.
What is wanted - whether this is admitted or not - is nothing less than a fundamental remolding, indeed weakening and abolition of the individual: one never tires of enumerating and indicating all that is evil and inimical, prodigal, costly, extravagant in the form individual existence has assumed hitherto, one hopes to manage more cheaply, more safely, more equitably, more uniformly if there exist only large bodies and their members.