hey, mau here

sitting in my 'not so nice' airbnb in thailand right now haha.

in case you didn't see the video i posted – i had to move next door for a few days bc someone else booked the last place i was in. lol

anyway, doesn't matter bc i'm locked in.

last few days i've been going down a raaabbiiit hole on the concept of propaganda and cult psychology.

it sounds evil lol. and i mean, it can be…

but just like any tool, it can also be used for good.

basically,

propaganda is when you push an idea/narrative into the world to get people to take a certain action.

when people accept the idea,

it usually leads to buying something or behaving a certain way.

and the crazy thing is…

i've been using some of these concepts without even realizing it.

my entire 'strategy' on social media has always been the same:

get people to buy into my way of seeing the world → then offer the implementation.

and this is what the biggest companies have been doing since the beginning of time.

there was a case back in the 1920s,

where it was 'taboo' for women to smoke cigarettes.

and ofc, tobacco companies didn't like this...

so they hired a guy (who was the nephew of Freud btw), and they set up a staged protest – where they got a few women together to light up a cigarette.

but when the reporter asked them what they were doing – they didn't call it a cigarette, they called it 'freedom torches'.

now…

this wasn't about smoking cigarettes at all.

it represented something so much bigger:

the idea of women taking back their rights, power, and sovereignty.

this made headlines. and before you knew it, it was normal for women to smoke. ofc, the tobacco companies made a lot of money...

this is the power of 'propaganda'.

and i think that in the age of AI – where there is an abundance of information, content, and people trying to 'sell stuff' –

the people who build a brand based on their 'worldview' – are going to have a much easier time selling than anyone else.

because other people see themselves in it.

wild, i know.

what's crazy is that i've always been fascinated by the concept of changing your identity to create the life you want...

and this is basically just the opposite side of the same coin.

identity is at the root of everything.

anyway,

gonna go back to scheming in my master-evil lair (aka shitty airbnb lol).

i'm thinking about putting something together to help you build your own 'brand world'...

still figuring out exactly what it will look like.

but it will be the foundation to sell any future product, event, community – or anything you want to do online.

if you'd be into this, reply 'word'.

if not, thanks for reading

love

mau

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p.p.s.

throwing this in incase you wanna go deeper:

1. if you haven't found what you're actually here to build – or you know but you can't get yourself to start – check out Step into flow. ​
2. if you know you want to help people – but have no idea how to make an offer someone would buy (or your current offer isn't selling) – check out: Sell-what-you-know.​