Russell Brunson

The idea that in a complex society, you can't let public opinion form on its own.

You have to engineer it.

And here's what's so important to understand.

The word engineer isn't an accident.

He wasn't talking about convincing people.

He wasn't talking about persuading them with arguments.

He was talking about building a psychological structure, just like an engineer builds a bridge.

So that by the time that people arrive at the decision point, the decision has already been made for them.

They just think that they made it themselves.

So here's how this works.

Okay.

Manufacturing consent isn't one move.

It's a sequence.

It's a ladder.

And every rung of that ladder is designed to get you one step closer to the conclusion that you would never have agreed to if someone had asked you cold.

Let me walk you through the five-step consent ladder that was used on the American public in the weeks before the bombs were dropped.

Step number one, the moral foundation.

Before you can get someone to support a war, you have to establish that the other side is evil.

Not just wrong, but evil.

So what do you lead with?