Idea Ripper // ArchiveCards: 1555 [Live] | Updated: 2026-10-14
Card #c148IR // #c148Synthesis

If you can influence the leaders, either with or without their conscious coöperation, you automatically influence the group which they sway.

— In our words · Source: Propaganda (Edward L. Bernays)

[Use when]

When a message needs scale without a crowd.

[Why it matters]

Mass psychology works without the mass: man feels himself a herd member alone in his room, so moving the leader moves the group.

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