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That is Marketing - David Perell

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Since the creation of mass media, a small number of sophisticated individuals have molded mass consciousness. As Edward Bernays wrote: “Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country. We are governed, our minds are molded, our tastes formed, and our ideas suggested, largely by men we have never heard of…. It is they who pull the wires that control the public mind.” Today, we live in an attention-choked, trust-starved world. The vast majority of our decisions are hampered by imperfect information and made in a flash. As a crutch, we use signals to orient our actions and drive our decision-making. In short, we depend on marketing. Human evolution depends on marketing too. Low-pitched voices are an adaptation to exaggerate body size. Men are, on average, 10% taller and 20% heavier than females. Yet, there is a twofold difference in pitch between the sexes. Since humans base their size estimates on voic

Marketing is the Galapagos Islands of human behavior. In the world of marketing, emotions trump truth. One powerful signal is worth one-thousand facts. Since the creation of mass media, a small number of sophisticated individuals have molded mass consciousness. As Edward Bernays wrote: “Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country. We are governed, our minds are molded, our tastes formed, and our ideas suggested, largely by men we have never heard of…. It is they who pull the wires that control the

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