American corporations soon realized that this new self was not a threat but their greatest opportunity. It was in their interest to encourage people to feel they were unique individuals, and then exploit and market ways to express that individuality.
To do this they turned to techniques developed by Freudian psychoanalysts to read and understand the inner desires of the new self.
The final episode of this four-part series then dives into how politicians on the left, in both Britain and America, turned to the techniques developed by business to read and fulfill the inner desires of the self.
Out of this grew a new culture of public relations and marketing in politics, business and journalism.
One of its stars in Britain was Matthew Freud who followed in the footsteps of Edward Bernays, the inventor of public relations in the 1920s.
Politicians believed they were creating a new and better form of democracy, one that truly responded to the inner feelings of the individual. But what they didn’t realize was that the aim of those who had originally created these techniques had not been to liberate the people but to develop a new way of controlling them.
I highly recommend that FPs view this seminal series, for it really captures the historical development of what today is the essence for how we market and message to consumers, customers, and clients.
Freud uncovered the importance of the self and through his exploration he unlocked the way into the mass mind.
A better understanding of this can only help you unlock the secrets of the markets, your “money feelings,” and your client base.
After all, knowledge really is power!