Our invisible governors are, in many cases, unaware of the identity of their fellow members in the inner cabinet.

A single factory, potentially capable of supplying a whole continent with its particular product, cannot afford to wait until the public asks for its product; it must maintain constant touch, through advertising and propaganda, with the vast public in order to assure itself the continuous demand which alone will make its costly plant profitable.

In some departments of our daily life, in which we imagine ourselves free agents, we are ruled by dictators exercising great power.

It is not necessary for the politician to be the slave of the public's group prejudices, if he can learn how to mold the mind of the voters in conformity with his own ideas of public welfare and public service. The important thing for the statesman of our age is not so much to know how to please the public, but to know how to sway the public. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country.

People want to go where they wanted to be led.

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

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