The Huichols are an indigenous group inhabiting the west Mexican states of Jalisco, Nayarit, Durango, and Zacatecas, who maintain a culture distinct from Mexican society at large. Since their conquest by the Spanish in 1723, the Huichols have selectively adapted elements of Spanish and Mexican political and social norms in order to serve their best interests, whether that be the protection of their lands from usurpation, the disappearance of their culture through assimilation, or the destruction of their religion by conversion. For the Huichols, land and territory have spiritual significance, which governs their actions and reactions. A loss of land would result in a destruction of their culture and identity. Culturally unified through their religion and language, the Huichols demonstrate a political disunity by which leaders of the different Huichol towns acted in ways that were most beneficial for their communities, often without regard for how their actions may impact other Huichol towns. Ironically, it is this disunity that has helped them weather centuries of warfare, modernization, land alienation, and intrusion by national, federal, and multinational entities.