Step 1: Find someone who takes pride in what they do
Step 2: Tell them that they have done a consistently poor job at what they take pride in
Step 3: Call them a failure
Step 4: Criticise their few errors and completely ignore any successes
Step 5: Tell them that they are not invested, do not care, do not make an effort
Step 6: Rinse and Repeat
Bonus Step: Pat yourself on your back for a job well done.