Why does the SEAL team 1 use the cloak and dagger in its emblem, and what does it have to do with crypto security?. This symbol has a long history in espionage, and it still matters in a digital world. 🧵

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How locked in are we today?

11/ Read Bernays if you want to understand how modern persuasion really works. His 1923 playbook still runs our media landscape - the platforms changed, but the psychological triggers remain identical. The more you know these techniques, the more you spot them everywhere.

10/ His core insight remains: public opinion isn't discovered, it's manufactured. In our current media landscape, this means every trending topic, viral moment, and "organic" movement might have been carefully orchestrated by someone with an agenda.

9/ Bernays' methods are tools - they work equally well for legitimate business or authoritarian control. The same psychological triggers that sell products can manufacture consent for war, suppress dissent, or justify atrocities. Power is power.

8/ He believed an "intelligent minority" should guide the masses through "invisible government." This paternalistic view - that experts know what's best for the public - still drives everything from political campaigns to social media algorithms.

7/ When his hotel client faced closure rumors, Bernays had them publicly renew the maitre d's 5-year contract. Pure theater to signal stability. Today's equivalent: companies announcing major hires or partnerships specifically to counter bad press.

6/ Bernays stressed that propaganda works best when it doesn't look like propaganda. The most effective marketing today comes disguised as entertainment, education, or authentic content. Classic Bernays: advocacy dressed as information.

5/ He understood that facts matter less than emotional association. He linked cigarettes to women's liberation in his famous "Torches of Freedom" campaign. Modern brands do this constantly - selling cars as "freedom" and insurance as "peace of mind.".

4/ Bernays wrote: "I make circumstance" (quoting Napoleon). He created newsworthy events to generate coverage. Every modern publicity stunt, product launch event, and viral marketing campaign follows this exact playbook from 1923.

3/ He pioneered the "third-party technique" - getting doctors to endorse bacon instead of having the meat company advertise directly. Today? Think "studies show" in every commercial, or brands hiring "independent" researchers to validate their claims.

2/ Bernays' key insight: "The public is more easily led by special pleaders who do not appear to be pleading." This is why influencer marketing works - we trust recommendations that don't feel like ads, even when they absolutely are.

1/ I read Bernays' "Crystallizing Public Opinion" over the weekend. Written in 1923, it's the first book on PR. The Nazis later used it as their propaganda playbook. What struck me: every modern marketing trick was invented 100 years ago. 🧵

Im so locked tf in, I cant get out.

Gm. Just a friendly reminder in this space.

Gm

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The plan vs the execution.

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