Bernays is the first person to take Freud's ideas about human beings and use them to manipulate the masses, he showed american corporations how they could make people want products they didn't need by linking mass produced goods to their unconscious desires
Paul Maser, Lehman Brothers "We must shift America from a needs to a desires country, people must be trained to desire to want new things even before the old is entirely consumed, we must shape a new mentality in America, man's desires must overshadow his needs"
Trigger those needs and desires and you will get what you want from people
