If we understand the mechanism and motives of the group mind, it is now possible to control and regiment the masses according to our will without them knowing it.

The public is not cognizant of the real value of education, and does not realize that education as a social force is not receiving the kind of attention it has the right to expect in a democracy.

Propaganda is the executive arm of the invisible government.

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.

I believe that competition in the future will not be only an advertising competition between individual products or between big associations, but that it will in addition be a competition of propaganda.

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.

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