The engineering of consent is the very essence of the democratic process, the freedom to persuade and suggest.

The great enemy of any attempt to change men's habits is inertia. Civilization is limited by intertia.

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.

Small groups of persons can, and do, make the rest of us think what they please about a given subject. But there are usually proponents and opponents of every propaganda, both of whom are equally eager to convince the majority.

Men (people) are rarely aware of the real reasons which motivate their actions.

We are governed, our minds are molded, our tastes formed, our ideas suggested, largely by men we have never heard of.

The minority has discovered a powerful help in influencing majorities. It has been found possible so to mold the mind of the masses that they will throw their newly gained strength in the desired direction. In the present structure of society, this practice is inevitable. Whatever of social importance is done today, whether in politics, finance, manufacture, agriculture, charity, education, or other fields, must be done with the help of propaganda. Propaganda is the executive arm of the invisible government.