The true ruling power

Comprised of those who understand the mental processes of the masses

They consciously manipulate the masses

They control the public mind

Masses are dominated by them in almost every aspect of their daily lives

Options need to be narrowed or else chaos would result from the complexity

All groups representing any concept or product succeed only because of approving public opinion

Public opinion is the unacknowledged partner in all broad efforts

The systematic study of mass psychology reveals the potentialities of invisible government of society by manipulation of the motives which actuate man in the group

The group mind does not think in the strict sense of the word

It has impulses, habits, and emotions

Human desires are the steam which makes the social machine work

By understanding desires the propagandist can control society

Every office seeker must cater to the vote of the masses

The only means by which one can lead is through the expert use of propaganda.

The important thing for the statesman of our age is not so much to know how to please the public, but know how to sway the public.

Good government can be sold to a community just as any other commodity