The Engineering Of Consent Is The Very

Mass Production Is Only Profitable If Its Rhythm Can Be Maintained.. That Is, If It Can Continue To Sell Its Product In Steady Or Increasing Quantity. The Result Is That While, Under The Handicraft Or Small-unit System Of Production That Was Typical A Century Ago, Demand Created The Supply, Today Supply Must Actively Seek To Create Its Corresponding Demand.

If We Understand The Mechanisms And Motives Of The Group Mind, It Is Now Possible To Control And Regiment The Masses According To Our Will Without Their Knowing It In Almost Every Act Of Our Daily Lives, Whether In The Sphere Of Politics Or Business, In Our Social Conduct Or Our Ethical Thinking, We Are Dominated By The Relatively Small Number Of Persons Who Understand The Mental Processes And Social Patterns Of The Masses. It Is They Who Pull The Wires Which Control The Public Mind.

It Is Sometimes Possible To Change The Attitudes Of Millions But Impossible To Change The Attitude Of One Man.

Modern Business Must Have Its Finger Continuously On The Public Pulse. It Must Understand The Changes In The Public Mind And Be Prepared To Interpret Itself Fairly And Eloquently To Changing Opinion.

Look For A Situation In Which Your Work Will Give You As Much Happiness As Your Spare Time.