The Original Sultan of Spin: Edward Bernays

This is the story of Edward Bernays, an evil genius who used the techniques of wartime propaganda to invent modern marketing. If you've ever seen an influencer touting a product, considered that a country might stage a false flag operation, or heard that smoking could help you lose weight, you’ve been living in Bernays' world all along.

Bernays began his career as a PR man for the U.S. Army during World War I. His job was to convince an isolationist American public that self-sacrifice was their patriotic duty. The key insight that made his work so effective was that he connected actions to a person's desire to feel a certain way, not just to a need.

After the war, he brought this key insight to the private sector and fundamentally changed the world.

If any of this sounds familiar, you might remember me mentioning Bernay’s legacy in my video about Mel Robbins and Jay Shetty—where I took a brief detour into the history behind their manipulative techniques.


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