IMO,
The Way was driven by sales people. Make a product, find a market and sell, sell, sell. Convince the sales people they're on a holy mission. (Pay after death is MUCH cheaper than this life, after all) Then you grow your own sales people from the young and impressionable. Big companies still do it today. Recruit bright college grads, instill your corporate culture, make them feel special, use peer pressure to perform, etc. Hate to say it but it's a textbook approach.
Want a scary moment? Find a book on the Hitler Youth and you will see some eery parallels. Recruit young, make them feel special, holy mission, everyone else is evil, blah, blah, blah. I'm not putting them in the same category but the technique has been around for a while.