EXECUTIVE BRIEF

Sometime around 1920–1922, Edward L. Bernays received a brief from the Beech-Nut Packing Company: bacon sales were stagnating. The American breakfast had drifted toward the light and inoffensive (coffee, toast, perhaps orange juice). Beech-Nut needed that table back.

Bernays manufactured a scientific consensus.

He commissioned a physician to survey 5,000 American doctors with a single, clinically honest question: Is a heavier breakfast better for the human body than a light one? Approximately 4,500 answered yes. That finding was released to American newspapers under a headline framing the results as physician urgings toward hearty morning meals. The accompanying press materials helpfully specified what a hearty breakfast looked like. Bacon and eggs, it turned out, fit the bill precisely.

Sales recovered. An eating habit embedded itself into American culture so thoroughly that a century later, Americans eat an estimated 70% of all U.S. bacon at breakfast. Bernays never asked the doctors whether bacon was healthy. He didn’t need to. He asked a better question. One whose honest answer could be weaponized.

THE PROBLEM

By the early 1920s, the American breakfast was in structural decline, at least for Beech-Nut’s revenue line. Industrialization had shifted millions of Americans from physical labor into sedentary office environments, erasing the cultural rationale for high-calorie morning meals. Social aspiration toward thinness, the rising availability of prepared cereals, and Prohibition’s elimination of the whiskey breakfast all pushed habits toward lighter fare. Beech-Nut, which had achieved market dominance through its vacuum-packed sliced bacon innovation (reaching $1M in gross annual revenue by 1905), was facing a plateau with no product-level solution. The problem was the narrative around when and why people ate, and no product feature could address that.

THE OBJECTIVE

Bernays’ mandate was to increase bacon sales without running a conventional product advertisement. The underlying behavior requiring change was breakfast composition. The specific belief requiring engineering: a hearty morning meal is healthier than a light one, and bacon and eggs constitute a hearty morning meal.

NARRATIVE ARCHITECTURE

Narrative Thesis: A substantial breakfast, specifically bacon and eggs, is scientifically endorsed as the healthiest start to the American day.

Narrative Anchor: The physician consensus. 4,500 doctors. A medical survey, released as a news item. The authority belonged to science itself.

Key Messages:

• Heavy breakfasts are medically recommended for sustained energy and health

• American physicians, in overwhelming consensus, endorse substantive morning nutrition

• Bacon and eggs represent the ideal execution of a physician-recommended breakfast

• Light breakfasts (toast, coffee) are nutritionally inadequate, a quiet indictment of the existing national habit

Emotional Levers: Health Anxiety / Authority Deference / Status

IMPACT ASSESSMENT

Precise Beech-Nut sales data from the post-campaign period is not publicly available. What is documented is the cultural outcome: bacon sales increased, Beech-Nut’s revenue improved, and Americans now eat an estimated 70% of all U.S. bacon at breakfast. The campaign also established the press-release-as-scientific-study as a repeatable propaganda format, subsequently deployed by the tobacco industry, the sugar industry, and virtually every major food and beverage category that needed to manage public perception. The stated objective was achieved in a form so durable it survived nearly a century without structural revision.

MODERN RELEVANCE

The physician-survey-as-news-item format Bernays pioneered in 1922 is the direct ancestor of today’s “studies show” press releases that cycle through morning news segments. Every supplement company, processed food brand, and pharmaceutical advertiser running “clinically studied” or “physician recommended” claims is operating from his blueprint. The extractable lesson: Authority propaganda works because the question asked shapes the answer received. A carefully designed question produces an honest answer that can be made to serve a purpose the respondents never consented to serve.

This approach is what the Mass Narrative Engineering framework refers to as a “trojan asset.” Here’s how to make one for your business:

ANALYST NOTES

Most people who hear this story focuses on the wrong thing. They marvel at Bernays’ audacity: a PR man who mobilized 4,500 doctors to sell bacon without any of them knowing they were selling bacon. That’s impressive theater. The actual insight is what Bernays understood that most modern marketers still don’t: the most powerful propaganda asks people to act on something they already believe or already want to believe.

American physicians in 1922 genuinely believed heavier breakfasts were more nutritionally substantive than light ones. They weren’t wrong by the standards of their era. Bernays harvested that belief. He routed pre-existing medical consensus through a carefully constructed associative chain and arrived at a conclusion (eat bacon and eggs) that the physicians never endorsed but that flowed from their endorsement as though logically inevitable. That’s narrative architecture. Something far more sophisticated than lying.

The deeper lesson, the one that separates competent from brilliant propaganda operators, is question design. Bernays chose his question carefully. ‘Is bacon healthy?’ would have generated mixed results, controversy, and a story that could be more easily argued against. He asked ‘Is a hearty breakfast better than a light one?’, a question that sounds like breakfast philosophy but functions as a commercial lead.

One degree of separation between the genuine question and the commercial objective. That distance is the engineering. Strip it away and you have an advertisement. Preserve it and you have news. The entire modern PR-to-journalism pipeline runs on this principle, and Bernays built the first section of track in 1922. The train hasn’t stopped since.

MNE Classifications

Type: Campaign

Operator: Edward L. Bernays (commissioned by Beech-Nut Packing Company)

Years Active: 1920–1922

Status: Dormant | Scale: National | Category: Business | Industry: Food & Beverage

Narrative Strategy: Zeitgeist

Ethical Assessment: Indeterminate

Every market has a dominant narrative. A set of beliefs, about the category, the competition, the customer’s own situation, that most participants treat as background reality rather than constructed architecture.

These beliefs weren’t handed down from nature. Someone built them. Usually the company that got there first, or the one willing to be aggressive enough to establish the frame before anyone else claimed the territory.

The companies that understand this own their markets. The companies that don’t spend their careers inside a narrative someone else built, competing on terms someone else set, for customers whose beliefs someone else shaped.

Mass Narrative Engineering is the framework for getting to that territory first, or taking it from whoever got there before you. It was developed by Jared T. Ross, Chief Propaganda Officer, as a systematic methodology for applying propaganda principles to business at the operator level.

What Propaganda Actually Is

The word has been successfully weaponized against itself. Decades of association with authoritarian regimes and wartime deception have made “propaganda” a term most professionals reflexively distance themselves from, which is precisely why it remains one of the most underutilized strategic instruments in business.

Edward Bernays, who formalized the discipline in the 1920s, defined propaganda as “the consistent, enduring effort to create or shape events to influence the relations of the public to an enterprise, idea, or group.”

There is nothing in that definition about deception. It describes intentional, systematic narrative influence, which is also a description of what every successful brand, every dominant category, and every market-leading company has done to reach its position.

The simplified definition of propaganda is “the organized effort to sell an idea, narrative, or belief system.”

Whereas marketing can be understood as “the organized effort to sell a product or service.”

Every entity operating in a competitive market is either running propaganda intentionally or running it accidentally. Understanding the mechanism, knowing what you’re building, why it works, and what makes it durable, is the only variable separating a market-shaping narrative from an expensive content calendar.

Researchers at the University of Southern California recently confirmed the need for a structured, technology-centric approach to propaganda. Their 2025 study found that AI systems generating individuated propaganda, messaging calibrated to individual psychological profiles, outperformed human persuasion practitioners at scale across multiple ideological groups and demographic segments.

Read USC Study

The capability for systematic narrative influence has never been more accessible or more powerful. The question of whether to engage with it is already settled. The only remaining question is whether you engage with it deliberately.

Mass Narrative Engineering is that deliberate engagement, executed through a four-phase architecture.

The Four Phases of Mass Narrative Engineering

Phase 1: Intelligence & Reality Mapping

Before anything is built, the existing narrative landscape must be mapped. This is intelligence work, not creative work, and confusing the two is where most narrative strategy fails.

Phase 1 answers the questions every market operator needs answered before deploying anything.

What does your target audience currently believe, and how did they come to believe it?

What cultural tensions exist that no one in the category is willing to name?

Who are the belief nodes, the individuals, communities, and information sources that disproportionately shape what the broader market believes?

And where does a narrative vacuum exist, the position no one has claimed, the truth no one in the category is willing to state?

The output of Phase 1 is not a marketing plan. It’s a map of the public mind, a reading of the existing narrative landscape, and a clear identification of where a new narrative has the most leverage. Everything built afterward is only as strong as this intelligence foundation.

Phase 2: Campaign Architecture

With intelligence gathered, Phase 2 designs the campaign itself: what is to be believed, who is to believe it, through what channels, and in what sequence.

This is where the narrative doctrine is engineered.

The Narrative Strategy is selected from seven distinct approaches:

1. Status

2. Zeitgeist

3. Opportunistic

4. Existential Threat

5. Problem Agitation

6. Counter-Intelligence

7. Authority

Each suited to different market conditions and objectives. The Evidence Architecture is assembled, the curated body of proof that makes the doctrine feel inevitable rather than argued.

The Narrative Anchor is produced: the single definitive piece of content that becomes the source of record for the doctrine and the answer to every “how do I know this is true?” objection.

Phase 2 also designs the Guerrilla Strategy: the attention-grabbing interventions, manufactured events, and pattern interrupts that create cultural momentum and social proof before the broader campaign deploys.

And the backend technical infrastructure required to capture, nurture, and convert that momentum is built and tested here.

Phase 3: Manufacture Omnipresence

Phase 3 is distribution engineering. The goal is not reach in the broadcast sense. It’s the engineering of inevitability: wherever the target audience turns in the relevant narrative landscape, the doctrine is present.

“Repetition is indistinguishable from truth in the human mind.”

That is the guiding principle of Phase 3, only in our work, we ensure what’s repeated is also true in and of itself.

Making this principle actionable requires coordinated effort across organic content strategy, paid traffic, user-generated content systems, media coverage, and AI avatar infrastructure for consistent deployment at scale.

Phase 3 is where doctrine moves from a document into the market’s ambient information environment.

Phase 4: Dissemination & Amplification

The final phase is execution and adaptive optimization.

Content deploys. Guerrilla campaigns activate. Performance data feeds back into the system in real time. What resonates gets scaled. What underperforms gets pivoted or replaced.

Phase 4 operates as an ongoing cycle rather than a dedicated endpoint, because narrative penetration compounds over time when the underlying architecture is sound. The companies that dominate their categories didn’t run one great campaign. They built a system that gets more efficient with every iteration.

What Makes This Different From Everything Else You’ve Tried

This is where most explanations of narrative strategy stop being useful. They tell you propaganda is powerful without telling you how it differs from the tools you’re already using. The distinction matters, because conflating them is precisely why most businesses end up with expensive content calendars and stagnant market positions.

Marketing is an organized effort to sell a product or service.

It asks: how do we reach the people who might buy this, and how do we convert them? Every tactic in the marketer’s toolkit, paid ads, SEO, content, email sequences, conversion rate optimization, answers one version of that question.

Marketing starts with the product and works outward.

When marketing works well, it finds people who are already predisposed to buy and makes the transaction easier. It does not change what people believe before they start considering.

Brand strategy asks what you want people to feel about your company. It operates at the level of perception and identity: what personality does this organization project, what values does it signal, what impression does it leave after contact?

Brand strategy is more durable than marketing because impressions of an entity persist longer than any individual campaign. But it still starts with the entity. Given that we exist, how should we be perceived? The question it doesn’t ask is what the market needs to believe before it’s ready to perceive anything about you at all.

Public relations manages public opinion of a specific company or person in response to events and circumstances. It’s concerned with reputation maintenance and narrative correction. When something goes wrong, PR builds the response. When something goes right, PR shapes the coverage. PR’s unit of concern is always the entity: this company, this person, in this moment. It’s fundamentally reactive at its core, even when it’s proactive in execution.

PR manages what people think about an organization. It does not engineer what people believe about their own situation.

Propaganda starts upstream of all three. Its unit of concern is the belief. Not the product, not the entity, not the company’s reputation in a given news cycle.

The belief that, once installed in the market’s mind, makes the product the only rational choice, the entity the obvious authority, and the narrative the frame through which everything else gets evaluated.

Marketing sells products to people who are already considering buying. Propaganda determines what people believe before they start considering.

Brand strategy shapes how an entity is perceived. Propaganda shapes what the audience believes about their own situation, so that certain entities become inevitable responses to that belief.

PR manages what people think about a company or person. Propaganda engineers what people think about an idea, so that the company attached to that idea inherits the idea’s authority.

One brand spends its budget telling the market what it makes. The other spends its budget deciding what the market believes. One of them is negotiating on price two years from now. The other is fielding inbound from prospects who’ve already decided before they reached out.

The companies that dominate their categories didn’t win on marketing efficiency. They won because they established the belief structure that their marketing now lands on. Mass Narrative Engineering is the architecture for building that structure before anyone else does.

That’s the framework.

Get it for yourself here.

The problem is that most businesses skip a step.

They go straight to marketing. They run ads, optimize copy, tweak their messaging, then wonder why none of it lands with the weight they expected. The layer beneath marketing is where the real work happens. Most businesses have never touched it.

That layer is propaganda.

Propaganda isn’t what you think it is.

In the United States, the word carries a particular stigma, and that stigma was itself the result of propaganda. Strip away the political baggage and the definition is straightforward: marketing is the organized effort to sell a product or service. Propaganda is the organized effort to sell an idea, a narrative, a belief system.

The question every business needs to answer, before they spend another dollar on marketing, is this:

What is the one thing my ideal customer must believe before they desperately want what I have to offer?

That belief has to stand completely independent of your name, your face, and your brand. It should be valid on its own, attributable to no one, and utterly irresistible to the right person. When you find it, you stop selling your product and start selling a worldview, one that makes your product the only logical next step.

I walked through two examples on the show. The first was a hyperbaric chamber facility in Florida. The owner wanted to market his chambers. I told him to stop talking about his chambers entirely and instead produce a documentary, The Oxygen Deficit Crisis, that sells the world on the idea, backed by data, that declining atmospheric oxygen levels are a root cause of chronic illness. Once the audience buys into that narrative, they come looking for solutions. His facility is the most credible one in the room.

The second was Edward Bernays in the 1920s. The tobacco industry needed women to feel comfortable smoking in public. Traditional marketing would have run more newspaper ads. Bernays latched onto a narrative that already had momentum (women’s rights) and staged a protest at the country’s largest parade where women lit cigarettes and called them “torches of freedom.” No brand names. No logos. Just an idea that rewired how an entire culture thought about women and cigarettes. Sales followed.

This is the architecture of a propaganda campaign: find the belief your market needs to hold, attach it to momentum that already exists, and let the idea do the selling. You don’t have to be the only one who benefits from that rising tide. You just have to be the one controlling it.

The full white paper is available here:

Download it. Feed it to your AI. Start with the one question and see where it takes you.

There’s no complete marketing strategy without a propaganda strategy underneath it. That’s been true the whole time.

Godspeed,

Jared T. Ross
Chief Propaganda Officer
Bureau of Propaganda Intelligence

Editors Note: This article was originally published by Jared T. Ross in 2023 and adapted and edited for The Propaganda Standard.

If you haven’t studied cult marketing…there’s a good chance your current strategy is in conflict with human psychology.

I’ll spare you the history lesson, but the 7 psychological triggers I’m about to explain have been PROVEN to work for centuries.

I’ve spent years studying what makes some cults, cultures, and brands throughout history so irresistibly powerful.

What I discovered was that the principles that make people devote their lives to a cause or brand are not just highly profitable—they’re repeatable.

This framework is a key part of my larger propaganda framework for creating market demand and perfecting your messaging + positioning.

And best of all...there’s no need to use all the malicious & deceptive tactics most people think of when they hear the word “cult.”

Instead, installing this marketing system in your business allows you to tap into the natural human desire all people have to belong to a tribe that helps them progress in life or business.

First, an essential question must be answered:

Is there any meaningful difference between a cult and a culture?

After studying the two concepts for years, I’ve come to the conclusion that the only difference is social perception (subjective opinion).

Meaning from a more objective standpoint, there’s no real distinguishing factors between the two concepts.

I’d summarize both cults and cultures as a programmable way of life; a sort of mental operating system for subscribers of that particular culture.

Consider the religion of Christianity.

Most would agree that Christianity, like all religions, is a culture of its own.

Christians have their own customs, traditions, gathering places, terminology, leaders, history, etc.

But why isn’t Christianity considered a cult?

Purely because of its scale.

In its early days, the religion would have most certainly been considered a cult (if there was an equivalent word in the first century).

In their lessons on Christianity, Khanacademy echoes the same sentiment, writing, “originally, Christianity was a small, unorganized sect that promised personal salvation after death.”

Sounds pretty cult-like right?

The cult was so successful in gaining followers that it transcended society’s vaguely defined perception of being a cult and became an accepted religion and culture in and of itself.

There are countless more examples that lead to the same conclusion.

Therefore, moving forward I’ll be using the word culture instead of drawing any distinction from a cult.

The people who subscribe to either typically fall on a spectrum between blindly following the ideas, principles, and practices that those before them have laid out as their way of life or regularly challenging the status quo of their predecessors.

Most lean closer to blind following.

For better or worse, this means that culture can be both a weapon and a tool; depending on the designer.

The purpose of this framework is to reverse engineer the elements that make up a culture and use them to craft a culture of our own making around our personal brand, movement, or business.

Businesses that consciously architect a culture around their offers experience:

• Laser-targeted marketing & messaging

• A direct line to customer’s emotions

• Free word of mouth marketing

• Greater customer loyalty

• Longer legacies

After dissecting cults and cultures spanning across human history I’ve condensed what I uncovered into the 7 part Cult Operating System.

If you want to turn your brand or business into more than just a corporate entity, this is your blueprint.

We’ll start at the center of the framework and work our way outwards, analyzing each key element.

#1 Mind

The Mind element consists of the overarching ideas, attitudes and beliefs a culture has about themselves, life, and the world.

If we’re to consider American culture, for example, we’ll find themes of consumerism and individualism permeating throughout.

From a business angle we might consider Nike’s attitudes of self-confidence and empowerment (very prominent in their advertising).

Application

To implement this element of a culture within your own brand or business, you must consciously articulate the core belief systems and attitudes your people will embrace.

I’m doing this myself in creating my Code of Conduct.

#2 Exposure

It’s one thing to define the Mind, but now you’ll need a way to disseminate and reinforce those ideas within it.

Exposure is simply the media & education a culture is regularly exposed to.

• TV

• Music

• Literature

• Social Media

• Research + Studies

• Cultural origin stories

Consider how the Tik Tok algorithm infamously differs between China and the United States.

China’s algorithm prioritizes science & technology content.

The US algorithm prioritizes entertainment and humor.

This is how Exposure can be used to “push updates” to a culture’s mental operating system.

Application

You’ll need to be a producer or curator of this media.

The Exposure will be how you program the minds of those who choose to subscribe to the culture you’re building.

I’m doing this by producing this newsletter through my R&D firm, Lifestream Labs.

#3 Practices

The Practices element of a culture is made up of the rituals, customs, traditions, and places that a culture engages in.

Similar to Exposure, these practices both reveal and reinforce the Mind.

Practices may include

• Language & sayings

• Social gatherings

• Work-life balance

• Gathering places

• Dances

• Fitness

• Habits

In Christian culture, some of the most obvious practices include prayer and church.

From a business perspective, Chick-fil-A offers a great example in their famous response to thank you’s.

Application

As you think through this element for your brand or business, consider how you might reinforce the Mind through the things you say and do.

Do you have certain terms or phrases your culture will adopt?

Do you regularly go to certain places?

#4 Artifacts

Offering the most promise for monetization, next up is the Artifacts element of culture.

Artifacts are the physical or digital items or symbols that members of a culture use to signal their association to a culture.

This idea is perfectly captured by the popular “Starter Pack” memes that highlight the common possessions that signify someone is part of a particular culture or subculture.

Under my framework, Artifacts may include:

• Physical goods

• Digital goods

• Food & drink

• Logos

• Flags

The examples for this element are nearly unlimited.

During hip hop’s inception (and still today in many ways) some of the key Artifacts used to signal involvement in the culture were gold chains, grills, cars, and certain clothing brands.

In the world of brand & business, a prime example would be global thought leader 19Keys and his iconic “Crownz”.

Visible in every public and digital appearance he makes, 19Keys has effectively tied this Artifact to the culture he’s spent years crafting around his personal brand.

Being seen wearing a “Crownz” immediately let’s people know that you’re tuned into 19Keys’ culture and brand.

Application

Identify an item that is attainable and tasteful that people can rally around and represent.

Even digital items like NFTs have proven to be quite effective as Artifacts that signal cultural membership.

Once you’ve determine what your Artifact(s) will be, you can take it a step further by connecting it to a habitual Practice and showing it throughout the Exposure your culture consumes.

💡 If you’re a marketer or entrepreneur and want me to guide you through implementing this entire framework into your own brand or business, here’s the video training + AI Agent to help you.

#5 Protagonists

Powerful cultures are invariably linked to a myriad of captivating stories.

In fact, the best cultures are still an unfolding story themselves where subscribers can join in as a key character.

The Protagonists element has two perspectives to consider.

On one hand, the Protagonists are the human embodiments of what a culture consists of and is influenced by.

Protagonists have the power to move and instigate change within a culture.

In hip hop, Protagonists include people like Tupac, Biggie, Kanye West, Drake, Eminem, all having the cultural prowess to influence.

In the Renaissance period, Leonardo Da Vinci was a pivotal Protagonist in the cultural shift the time was marked by.

From another perspective, Protagonists also refer to the actual subscribers of a particular culture.

It’s important that you create ways for supporters to feel like integral parts of the cultural story that you are building.

Application

As a business or brand builder, you become the first Protagonist.

But it’s important that you begin to build your “Circle of Protagonists” that will become your business partners and collaborators.

For those who choose to adopt the culture you’re building, make sure there is ample room for them to play the role of Protagonist from time to time by providing opportunities for them to contribute ideas, evolution, and opinions.

#6 Aesthetics

The Aesthetics element of cultures is made up of the artistic and design tastes of a culture.

Typically, this element is demonstrated by proxy through all the other elements.

A culture’s aesthetics can be seen in its clothing & product design [Artifacts], visual media [Exposure], and beauty standards [Protagonists].

However, it’s most obviously seen in its art and architecture.

Consider how decidedly different most hip hop album covers are from heavy metal album covers.

Or the dramatic contrast between modern Japanese interior design and Victorian era design (a style which I have despised since I became self aware as a child)

Application

Developing a clear Aesthetic for your culture is mostly a matter of creative exploration and refinement.

If you’re not confident in your ability to create a consistent and well-designed Aesthetic for your culture, you may want to consider hiring an artist to help you with the process.

#7 Conflict

One of the most neglected elements of building a culture around a brand or business is conflict.

Conflict, also called Drama, is choosing an enemy that your culture is at odds with.

Conflict is what creates tension in a story.

Tension is what creates intrigue for an audience.

How boring would it be if the Avengers had no conflict or enemies?

Application

As you craft your culture, be careful to choose an enemy to be in eternal conflict with.

It doesn’t have to be a person or group of people.

It’s more often an idea, concept, or social norm.

Part of Iman Gadzhi’s massive success at such a young age is because he’s been abundantly clear about the enemy he’s trying to tear down: the traditional education system.

Choose an enemy for your people to rally against.

How To Install This Entire System in Your Brand

You can choose to take what you’ve read and figure it out yourself, or let this AI tool handle the application for you.

Godspeed,

Jared T. Ross
Chief Propaganda Officer
Bureau of Propaganda Intelligence

Trust has collapsed.

Your prospects have seen it all before.

The countdown timer. The “limited spots available.” The discovery call that’s clearly just a sales pitch. The webinar where the stack appears at exactly 45 minutes.

They know the pattern. And the moment they recognize it, they stop listening.

The answer isn’t “better” sales copy or “more persuasive” webinars. The entire framework is broken.

Traditional sales mechanisms trigger pattern recognition, which activates resistance, which kills deals that should have closed.

You’re not losing prospects because your offer isn’t good enough. You’re losing them because they recognize they’re being sold to.

And that’s a propaganda problem, not a marketing problem.

The Problem: Pattern Recognition Kills Trust

The human brain is a pattern-matching machine.

After decades of exposure to the same sales tactics, consumers have developed sophisticated defense mechanisms.

They spot a sales page in milliseconds. They know when the pitch is coming. They recognize the framework.

This pattern recognition triggers immediate psychological responses:

• Skepticism increases

• Critical evaluation mode activates

• Attention shifts to “what’s wrong with this”

• Desire to exit or delay grows

• Price sensitivity heightens

Every sales tactic that once worked eventually becomes oversaturated and loses effectiveness:

Russell Brunson popularized specific sales page structures. Now everyone uses them, and they all look identical.

Webinars were novel in 2010. By 2025, prospects know exactly when the pitch is coming.

“Free discovery calls” became so common that prospects assume they’re just sales calls in disguise.

When everyone uses the same playbook, the playbook stops working.

The more familiar your sales process, the more resistance it generates.

This is exactly why propaganda exists as a distinct discipline from marketing.

Marketing sells products. Propaganda sells ideas.

The businesses winning right now are indoctrinating their market before they ever attempt a transaction.

Silent Selling is propaganda mechanics applied to your sales process.

Silent Selling: A Different Approach Entirely

Silent Selling operates on a fundamentally different premise:

Don’t try to overcome sales resistance—eliminate the conditions that create it.

You do this by innovating the sales process itself.

The issue isn’t just that traditional sales pages don’t work as well anymore. The issue is that the entire concept of a “sales page” is now a recognized pattern.

It’s why Google Docs are having a major moment in the marketplace right now. You’re seeing them all over the place on X and other platforms.

So you need novel sales mechanisms. New formats that don’t trigger pattern recognition.

Distribution methods prospects haven’t been conditioned to resist.

This is where Trojan Assets come in.

Rather than building better sales pages or more persuasive pitches, you build genuinely valuable assets that prospects actively seek out. The commercial offering is embedded so naturally that buying feels like a logical next step rather than a separate “being sold to” event.

And here’s the propaganda layer that makes this actually work: you’re selling the idea before you sell the product.

Just like Edward Bernays didn’t sell cigarettes—he sold the idea that cigarettes represented freedom.

Just like Apple doesn’t sell computers—they sell the idea that creativity requires different tools.

Your Trojan Asset sells the worldview. The product sale is just the natural conclusion.

The Three Pillars

1. Format Disruption

Break the expected pattern entirely. When prospects encounter a Google Doc instead of a sales page, an AI diagnostic instead of a discovery call, or an audio briefing instead of a webinar, their pattern-matching defense mechanisms don’t activate.

They approach with curiosity rather than skepticism.

This is innovation at the process level. Not better execution of the same tired playbook—entirely new formats that don’t register as “sales mechanisms” yet.

2. Value-First Economics

The asset must provide genuine utility independent of any purchase. If someone uses your asset and never buys, they should still have received meaningful value.

This eliminates guilt, builds trust, and positions you as genuinely helpful rather than transactionally motivated.

But more importantly: this is how you propagate your worldview without triggering resistance. They came for the value. They stay for the indoctrination.

3. Natural Discovery Over Forced Persuasion

Your commercial offering should feel like an optional enhancement, not the point of the interaction.

The prospect should discover your offer as a natural extension of the value you’ve provided, not as the reveal after a persuasion sequence.

When you’ve already sold them on the idea, the product becomes inevitable.

Why This Actually Works

Eliminates Pattern Recognition
Unfamiliar formats don’t trigger learned defense mechanisms. Prospects engage with genuine curiosity.

Reverses The Dynamic
Traditional sales = you chase prospects. Silent Selling = prospects seek you out. The power dynamic completely inverts.

Demonstrates Rather Than Claims
Your asset IS the proof of your expertise. You’re not saying you’re good—you’re showing it.

Sells Ideas Before Products
This is the propaganda advantage. By the time they encounter your commercial offer, they’ve already been indoctrinated into your worldview. The sale is just confirmation.

Self-Qualification
Only serious prospects will engage deeply with your assets. Tire-kickers bounce. Lead quality improves dramatically.

Compounds Over Time
Traditional sales processes are one-time interactions. These assets are permanent and continue working indefinitely.

Builds Genuine Authority
When prospects discover your research archives, diagnostic tools, or comprehensive resources, they perceive you as an authority—not a salesperson.

Trojan Assets: The Implementation Layer

A Trojan Asset is any valuable resource that prospects actively seek out, which contains your commercial offering embedded so naturally that buying feels like progression rather than transaction.

Think of it as a delivery mechanism for both value AND indoctrination.

Characteristics of Effective Trojan Assets

Must Provide Standalone Value
The asset should be genuinely useful even if the prospect never buys anything.

Format Must Align With Positioning
The medium should reinforce your expertise. Selling propaganda research? Archives make sense. Selling automation? AI tools make sense.

Commercial Element Feels Optional
The offer should be presented as an available next step, not the point of the asset.

Propagates Your Worldview
The asset should indoctrinate prospects into your perspective on the problem, the solution, and the market itself. This is Mass Narrative Engineering in practice.

Self-Qualifying
The nature of the asset should filter for your ideal clients naturally.

Shareable
The asset should be worth sharing with others, extending your reach organically.

The Complete Arsenal of Trojan Assets

Document-Based Assets

Living Google Docs
Constantly-updated research documents, industry analysis, or strategic frameworks. Commercial element buried as footnote or side note.

Example: “The Propaganda Playbook” - ongoing research document with occasional mentions of paid program for implementation support.

Apple Notes Link
Raw, unpolished thoughts and observations. Creates authentic feel. Works for real-time analysis or field notes approach.

Example: Real-time campaign observations with natural mentions of how you’d implement similar strategies for clients.

Notion Databases
Comprehensive, organized knowledge bases. Works for complex topics requiring categorization and search.

Example: Complete propaganda case study database with “hire us to implement” as one menu option.

Google Sheets
Calculators, ROI models, planning templates. Highly practical. Works for analytical/financial offers.

Example: “Marketing Budget Optimizer” that naturally surfaces your services when gaps are identified.

Airtable Bases
Shareable databases with filtering and views. Works for resource collections or directories.

Example: “The Propaganda Blacklist” - searchable directory of case studies with consulting services for implementation.

Tool-Based Assets

Custom GPTs
AI assistants that diagnose problems, provide analysis, or teach concepts while naturally surfacing your services.

Example: The “Silent Selling AI Agent” that helps you implement this entire strategy for your business.

Shared AI Chat Threads
Public Claude/ChatGPT conversations showing your thinking process. Commercial offerings mentioned naturally in context.

Example: You working through propaganda strategies with AI, occasionally noting “this is what we cover in Phase 2 of MNE.”

Interactive Calculators
ROI calculators, assessment tools, or planning calculators that reveal opportunities.

Example: “Narrative Vulnerability Calculator” that identifies gaps and positions your services as the solution.

Diagnostic Tools
Assessments or audits that provide value while qualifying prospects.

Example: “Brand Positioning Audit” that scores their current strategy and offers paid help for improvement.

Spreadsheet Templates
Pre-built planning tools or frameworks prospects can copy and use.

Example: “Campaign Planning Template” with embedded video tutorials that mention your done-for-you service.

Audio/Visual Assets

Private Podcast Episodes
Exclusive audio content that teaches while naturally mentioning services.

Example: “Bureau Intelligence Briefings” analyzing current campaigns with occasional mentions of client work.

Audio Sales Letters
10-20 minute teaching sessions that naturally transition to offer.

Example: Deep dive on propaganda principle that concludes with “for implementation, here’s how it works.”

Video Case Studies
Detailed breakdowns of campaigns or strategies with services mentioned as natural extension.

Example: “How We Engineered Market Demand for [Client]” that ends with program information.

Loom Walkthroughs
Screen recordings explaining concepts or reviewing examples.

Example: Analyzing someone’s marketing with suggestions, ending with “want me to build this for you?”

Video Theses or Documentaries
High production video assets that sell viewers your viewpoint or an idea that ultimately leads back to your offers.

Example: Propaganda is Real Documentary

Community/Platform Assets

Telegram Channels
Exclusive analysis or commentary with commercial elements in pinned messages.

Example: Join the Propaganda Intelligence Network where I break down live campaigns, share case studies, and discuss novel propaganda strategies with operators actually implementing this work.

Discord Servers
Community spaces where commercial offerings are naturally part of the ecosystem.

Example: Free community with paid “Inner Circle” tier for implementation support.

Substack Publications
Regular written content with commercial elements in specific posts or footers.

Example: Weekly propaganda analysis with occasional deep dives on client work.

GitHub Repositories
Open-source tools, frameworks, or code with commercial services for implementation.

Example: “Marketing Automation Framework” with paid setup/customization services.

Exclusive Access Assets

Password-Protected Documents
Content requiring a qualifying action to access.

Example: Advanced case studies requiring email or DM to receive password, initiating sales conversation.

Dark Web Publications (.onion sites)
Content hosted on Tor network for exclusivity and brand alignment.

Example: Controversial case studies or unfiltered analysis positioned as “too sensitive for public web.”

Google Drive Folders
Archives requiring access requests, providing email and intent data.

Example: Client work folder that requires request, triggering follow-up about their situation.

Time-Limited Access
Content available only during specific windows or to first X people.

Example: “Strategy Vault” that opens monthly for 72 hours, creating urgency without traditional sales pressure.

Application-Only Resources
Valuable content gated behind qualifying questions.

Example: “Advanced Propaganda Research” requiring application explaining use case, filtering for serious prospects.

Archive/Database Assets

Case Study Libraries
Comprehensive collections of examples, strategies, or campaigns.

Example: “The Propaganda Archives” with hundreds of case studies and “hire us” as database section.

Physical Flashdrive
Flashdrive containing the Trojan Asset/Lead Magnet.

Resource Directories
Curated collections of tools, frameworks, or references.

Example: “The Marketer’s Arsenal” with your services listed alongside other resources.

Framework Libraries
Collections of strategic frameworks or methodologies.

Example: “50 Positioning Frameworks” with your consulting services for custom application.

Screenshot/Receipt Archives
Collections of results, campaigns, or evidence.

Example: “The Proof Vault” showing campaign results with services for replication.

Hybrid/Creative Assets

Fake Internal Memos
Styled like leaked company documents analyzing strategies or opportunities.

Example: “Bureau Strategic Memo #47” discussing market opportunity, with services mentioned naturally.

Interview/Research Recruitment
Positioning sales calls as research interviews or case study opportunities.

Example: “Seeking 5 businesses for propaganda case study documentation” with paid option to keep results private.

Pre-Launch Artifacts
“Draft frameworks” or “beta versions” that generate interest before official launch.

Example: Leaked MNE framework elements with waitlist for complete program.

Collaborative Documents
Shared planning docs or strategy sessions positioned as mutual work.

Example: “Let’s map your strategy together” in shared doc that naturally surfaces paid implementation.

Controversy/Position Papers
Strong stance documents that attract ideal clients while repelling others.

Example: “Why Your Marketing is Propaganda (And Why That’s Good)” with program for implementation.

Building Your First Trojan Asset

Step 1: Define Standalone Value

What will make this valuable even if they never buy?

This must be genuine, not performative. If the only value is “it gets them on a call with you,” it’s not a Trojan Asset—it’s just a lead magnet with delusions of grandeur.

Step 2: Identify The Worldview You’re Selling

Before you think about your product, what idea needs to be adopted for your offer to feel inevitable?

This is the propaganda layer. Read the full framework here.

Step 3: Map Natural Commercial Integration

Where does your offer naturally fit as next step?

Don’t force it. Find where it logically belongs.

Step 4: Innovate The Format

Don’t just execute the same sales process better. Create an entirely new mechanism.

The medium is the message. Your format choice should demonstrate your expertise while avoiding pattern recognition.

Step 5: Build With Quality

Half-assed Trojan Assets are worse than traditional sales pages.

Commit to excellence. A mediocre asset damages your authority more than no asset at all.

Step 6: Distribute Strategically

Share where your ideal prospects naturally gather.

Let them discover it. The discovery itself is part of the process.

Need help building your Trojan Asset strategy? I built an AI agent that does exactly this. Tell it about your business and offer, and it’ll help you craft Trojan Assets and a complete Silent Selling strategy. Get access for $25 here.

Common Mistakes (And How to Avoid Them)

Making the Value Conditional
If the asset is only valuable to people who buy, it’s not a Trojan Asset—it’s just a lead magnet. The value must stand alone.

Forcing the Commercial Element
If your offer feels shoehorned in, prospects will sense it and resistance returns. The commercial element should feel inevitable, not inserted.

Skipping The Propaganda Layer
If you’re not selling an idea first, you’re just using a novel format for the same old sales process. The worldview matters more than the product because there is no such thing as a product.

Choosing Format for Novelty
Pick formats that genuinely serve your content and positioning, not just because they’re different. Being contrarian for its own sake is just performance art.

Neglecting Quality
A mediocre Trojan Asset is worse than no Trojan Asset. Quality is non-negotiable.

Over-Complicating
Start with one strong Trojan Asset. Perfect it. Then build more.

The Meta-Layer: This IS Propaganda

Silent Selling is propaganda mechanics applied to commerce.

You’re shaping how prospects perceive your commercial intent by controlling format and context.

Traditional sales says: “Here’s my offer, let me convince you.”

Silent Selling says: “Here’s something valuable. By the way, if you want more, this exists.”

The prospect’s relationship to you, to the information, and to the buying decision is fundamentally different.

But the real power comes from the indoctrination layer. By the time they encounter your offer, they’ve already adopted your worldview. They’ve already been propagandized.

The sale isn’t a separate event—it’s the natural conclusion of accepting your narrative.

This is why Silent Selling is particularly powerful for propaganda practitioners. You’re teaching what you’re simultaneously demonstrating.

This document is a Trojan Asset. You came for insights on Silent Selling. You’re leaving with a perspective on propaganda, narrative control, and commercial architecture.

And if you want the complete framework for applying propaganda to your business, it’s here.

What Happens Next

As consumer sophistication increases and trust continues declining, Silent Selling will shift from optional to necessary.

The brands that win in the next decade will be those that master value-first commerce and continuously innovate their sales processes.

Traditional sales pages, webinars, and discovery calls won’t disappear—but they’ll increasingly become the domain of commoditized offerings and amateur marketers.

Premium positioning will require more innovative approaches.

Godspeed,

Jared T. Ross
Chief Propaganda Officer
Bureau of Propaganda Intelligence

P.S. Join the Propaganda Intelligence Network on Telegram where I break down live campaigns and share novel propaganda strategies with operators actually implementing this work.

Every time the world gets loud (war, recession, market crash, pandemic) there’s a class of people who don’t panic. They don’t flinch. They move. Quietly. Strategically. Profitably.

They don’t need to predict the crisis. They just understand something most people never will: fear changes how populations buy. And that behavioral shift is worth more than whatever caused the panic in the first place.

I call this Fear as a Service. It’s been running longer than the internet, longer than television, longer than most nations. And right now, with a war reshaping the Middle East, oil above $100 a barrel, and market sentiment sitting at extreme fear, it’s operating at full capacity.

On you. On your clients. On the people making decisions about money, attention, and trust in your market.

If you understand how it works, you can see it. If you can see it, you stop reacting to it. And when you stop reacting, you gain an advantage most of your competitors will never have. They’re too busy being afraid.

The Mechanics: How Fear Gets Monetized

Fear doesn’t just change how people feel. It changes how they evaluate, how they decide, and how they spend.

A calm person compares options. A scared person grabs the closest thing that promises safety.

A calm person negotiates. A scared person pays whatever you ask.

A calm person questions the pitch. A scared person doesn’t have time to question anything. The threat is too close.

This is the behavioral foundation of Fear as a Service: when populations are afraid, their decision-making apparatus degrades in specific, predictable ways. Evaluation windows shrink. Risk tolerance collapses. The premium on certainty skyrockets. And whoever is positioned as the source of certainty captures the market.

This is historical. And once you see the pattern, you’ll recognize it everywhere.

And just as importantly, know how to take advantage of it (explained below).

Case Study: Y2K and $600 Billion in Fear Revenue

The year 2000 was approaching. Computers might not handle the date change. Systems could crash. Infrastructure might fail.

Was the concern legitimate? Partially. Some legacy systems genuinely needed remediation. But the scale of the response had almost nothing to do with the scale of the actual risk. It had everything to do with the scale of the fear.

Technology consulting firms spent two years telling every corporation, government agency, and hospital system on the planet that if they didn’t pay for Y2K remediation, everything would break.

The pitch was elegant in its simplicity: we can’t tell you for certain what will happen, but can you afford to find out?

That question, “can you afford to find out?”, is the atomic unit of Fear as a Service. It makes inaction feel reckless. It makes spending feel responsible. It reframes the purchase from “buying a service” to “avoiding catastrophe.”

Global Y2K spending: estimated at up to $600 billion.

What happened on January 1st, 2000? Almost nothing.

Some of that spending was necessary. A lot of it was not. But the firms that profited didn’t need to prove the apocalypse was real. They just needed to prove it was possible. The fear did the rest.

Case Study: Post-9/11 and Fear as a Permanent Industry

September 11th, 2001 didn’t just change American foreign policy. It created an entirely new economic sector.

Within months, the United States built the Department of Homeland Security, expanded the TSA, deployed color-coded threat level systems across every news network, and opened the floodgates on private defense and surveillance contracts. Billions of dollars in new spending, authorized with almost no public debate, because the fear was too fresh and too sharp for anyone to slow down and ask whether all of it was necessary.

The color-coded threat system is the part most people forget, and it’s the most instructive.

Tom Ridge, the first Secretary of Homeland Security, later acknowledged that he was pressured to raise the threat level for political purposes. The system wasn’t designed to inform the public. It was designed to keep fear ambient. Always present. Never resolved. An orange alert didn’t tell you what to do differently. It told you to stay afraid. And staying afraid meant staying compliant with whatever came next: new agencies, new budgets, new surveillance authorities.

This is the evolution from Y2K. Y2K monetized a single fear event. The post-9/11 apparatus monetized sustained fear. The threat level never went to green. There was never a moment where someone in authority said “it’s safe now.” Because safety wasn’t the product. The perpetual state of not-quite-safe-enough was.

When fear becomes ambient, it stops feeling like fear. It feels like the normal state of reality. And that’s when it becomes most profitable, because people stop questioning the cost of managing it.

Case Study: The Attention Economy and Your Anxiety as Inventory

This one is running on you right now. Probably while you read this.

“If it bleeds, it leads” has always been a revenue model disguised as a cliché about journalism.

Fear generates attention. Attention generates impressions. Impressions generate ad revenue. The entire business model of ad-supported media requires your nervous system to stay activated. A calm audience changes the channel. An anxious audience keeps watching, keeps scrolling, keeps refreshing.

CNN, Fox, MSNBC sell attention, not information. And fear is the cheapest, most reliable mechanism for capturing attention at scale.

Watch how they cover a crisis. Not what they say, but how they structure it. The breaking news chyrons that never turn off. The split-screen panels of people arguing that generate more heat than light. The “stay with us, we’ll have more after the break” loops that train you to not look away. The retired generals brought on as “analysts” who describe threats in language calibrated to keep you uneasy.

Every element is architecture. Designed to sustain attention through anxiety. Your anxiety is the inventory, and their advertisers are paying per unit of it.

Right now, with a war in the Middle East dominating every screen, this system is running at peak capacity. Gas prices, market crashes, missile strikes, oil disruptions. Each headline is a unit of fear, packaged and distributed to an audience that can’t look away. Not because they’re informed by watching. Because their neurology won’t let them stop.

If you understand this, you can choose when to engage and when to look away. Most people don’t have that choice because they don’t see the machinery.

What Fear as a Service Means For You

You’re probably not running a defense contractor or a cable news network. But Fear as a Service runs in your market, too.

In fact, I teach exactly how to use it inside of Mass Narrative Engineering where fear is just one of 6 narrative strategies you can use ethically to generate sales.

Every industry has its version. The cybersecurity company that sells based on breach statistics. The insurance broker who leads with worst-case scenarios. The marketing guru who tells you the algorithm changed and everything you built is now worthless, but here’s a course that will save you.

The question isn’t whether fear-based selling exists in your space. The question is whether you recognize it when it’s aimed at you, and whether you’re equipped to make decisions from clarity rather than reaction.

This is what propaganda literacy actually looks like. Not knowing the word. Knowing the mechanism. Being able to sit inside a fear cycle (market crash, breaking news, industry panic) and ask: who profits from me feeling this way?

That question doesn’t make the fear disappear. It doesn’t make the threat unreal. What it does is restore your ability to evaluate clearly. And clear evaluation is the single most valuable skill in any market, because most of your competitors don’t have it. They’re reacting. You’re reading.

The Deeper Pattern

Fear as a Service works because it exploits a gap between two things: the existence of a threat and the magnitude of the appropriate response.

Real threats exist. Y2K had a kernel of truth. Terrorism is real. Markets do crash. But the profitable move is never in the threat itself. It’s in controlling the narrative around how big the threat is, how urgent the response should be, and who is qualified to provide safety.

That’s propaganda. Not in the colloquial sense, not “lying” or “manipulation.”

In the structural sense: the deliberate engineering of belief at scale to produce a specific behavioral outcome.

Fear as a Service is one application of that structure. There are others. Understanding the structure itself, how belief gets shaped, distributed, and monetized, is the difference between living inside someone else’s narrative and building your own.

That’s what the Mass Narrative Engineering framework was built for. Not to teach people to scare their audience, but to recognize the belief architectures that already surround them, and to engineer their own with intention rather than accident.

What You Can Do About It Right Now

Understanding Fear as a Service is the diagnostic. Seeing the machinery. But seeing it and knowing how to build something better are two different skills.

If this piece shifted how you think about sales, positioning, or narrative control, the next step is learning how to apply propaganda mechanics to your own business without triggering the same resistance patterns you just learned to recognize. I wrote a full breakdown on that called How To Manufacture Trust With Silent Selling + Trojan Assets. It covers format disruption, value-first economics, and the specific mechanisms that eliminate sales resistance instead of trying to overcome it.

Godspeed,

Jared T. Ross
Chief Propaganda Officer
Bureau of Propaganda Intelligence

Don’t ever think there is. There is only... story.

Most business owners think they’re in competition with other products and businesses.

They’re not. They’re in competition with other stories.

The businesses and marketers who realize this are the ones who can literally create product market fit (demand) rather than searching or waiting for it.

While most people hear “propaganda” and think of war time misinformation, deception, and government manipulation…the true meaning of the word is far less sinister, and far more powerful than you’ve been led to believe.

And with the attention economy reaching a saturation point with the widespread use of AI in marketing…propaganda is THE answer to a world flooded with content that no one cares enough to listen to and decreasing levels of consumer trust.

Marketing vs. Propaganda

Marketing is the organized effort to sell a product or service.

Propaganda is the organized effort to sell a narrative, idea, or belief system at scale.

Despite propaganda’s misunderstood meaning, it requires no deception, no lying, no misinformation.

Of course, it can absolutely be used in those unethical ways (I do not recommend).

But marketing is also used in those ways every day.

This difference between marketing & propaganda might seem small.

But it’s often the reason a business lives or dies in the market.

And whether you like it or not, propaganda is what controls the world through narrative storytelling.

With that said, reading the rest of this document will be a waste of your time if you find yourself in the overwhelming majority of people who are triggered and fearful about the concept of propaganda.

If you’re still on the fence, watch this short video.

Those who don’t figure out how to ethically implement propaganda in their business will very shortly find they no longer exist in the consumer mind while competitors with inferior products and services end up taking market share.

Proof of Propaganda: Torches of Freedom

In the 1920s, women smoking cigarettes in public was culturally unacceptable in the United States.

It was seen as un-ladylike and would be social suicide to be caught smoking as a woman.

Naturally, the tobacco companies did not like this as they were missing out on half the market for their products.

So The American Tobacco Company hired a man named Edward Bernays (nephew of Sigmund Freud by the way) to fix their limited market expansion.

Now traditional marketing would tell you to run more ads, buy product placement or celebrity endorsements.

While all of those certainly could have made some nominal progress, they all would have fallen short of what Bernays actually did.

As a propagandist, Bernays recognized he was in a narrative war and needed to change the prevailing culture narrative or any marketing efforts would be permanently handicapped.

So he devised a single campaign that would alter the course of the entire tobacco industry and the minds of an entire generation.

First, he identified an adjacent and growing cultural narrative in the United States that he could take advantage of: the women’s rights movement.

At this time, the movement was already gaining momentum so he decided to hire a group of women’s rights activists to stage a protest during one of the nation’s biggest parades in NYC.

During the protest, he instructed the women to simply light up cigarettes and begin smoking.

The brilliant propagandist he was, Bernays also tipped off the press that this would be happening so they were there ready to capture the moment.

As the press questioned the women, they told the reporters exactly what Bernays instructed them to: “these aren’t cigarettes…they’re torches of freedom.”

Thus, the “Torches of Freedom” propaganda campaign earned its name and fame while successfully opening up the tobacco market to the female demographic.

Women across the country now saw cigarettes not as a taboo vice, but as a vehicle to take back the power from the man and embrace their autonomy and womanhood.

Social taboo + growing social/political movement + guerilla campaign + press coverage = viral moment that reframed a cultural belief system

You’ll notice that this campaign was completely void of any particular brand name.

This is a cornerstone concept in the realm of propaganda.

The idea is to sell an idea, narrative, or belief system that organically (and inevitably) leads back to your business anyway.

Marketing Is Never Enough

Between my time as an MBA professor and over a decade as an entrepreneur, it’s become quite clear why most business owners are constantly on the hamster wheel of trying to fix, rebuild, or improve their marketing strategies…

After spending the last 3 years studying the hidden mechanics of cult brands, global consumerism, and corporate influence, I realized something unsettling:

It’s never the best product or service that wins.

It’s whoever has the best narrative.

This idea that you can simply ‘market your business more’ to get better results will always leave you with an incomplete marketing strategy that is fundamentally in conflict with human psychology.

You cannot “market” your way to a better business if you’re fighting a prevailing cultural or marketplace narrative.

So I’ve introduced the world to Propaganda as a Service (PaaS).

I created this new service category to help business owners escape the endless loop of marketing confusion, algorithm decay, and content creation fatigue.

I created this to give business owners with a proven offer a marketing & positioning strategy they can rely on for the next decade.

I created this for the business owners exhausted by broken marketing strategies that constantly need fixing.

I created this for business owners who want to create market demand & shape public opinion for their business and industry, ethically using propaganda.

If that’s you, here’s what it looks like to work with me:

Your Chief Propaganda Officer

For 90 days I’ll be installed in your business as your Chief Propaganda Officer where I will personally implement the Bureau’s “Mass Narrative Engineering” propaganda framework.

After reverse-engineering hundreds of successful propaganda campaigns throughout history, I developed the Mass Narrative Engineering (MNE) Framework—a systematic approach to ethical narrative control that transforms how your market perceives not just your business, but your entire industry.

The framework consists of four phases:

Phase 1: Intelligence & Reality Mapping Map the public mind and strategically position yourself within it to maximize influence and appeal while de-positioning your competitors.

Phase 2: Campaign Architecture Create the essential proof elements, strategic interventions, and technical infrastructure needed to establish and amplify your narrative.

Phase 3: Manufacture Omnipresence Establish a pervasive presence across multiple channels and touch points to reinforce your narrative and create a perception of widespread adoption.

Phase 4: Dissemination & Amplification Execute your content and guerrilla strategies with precision, analyze performance in real-time, and dynamically optimize for maximum impact and narrative reinforcement.

Unlike traditional marketing that fights for attention in crowded spaces, MNE creates entirely new categories of thought—positioning your business as the only logical choice.

By the end, you’ll walk away with:

01 A Complete Propaganda Strategy

This propaganda strategy will be what informs your marketing for the next decade.

From in-depth market research, designing your Cult Operating System, guerilla marketing campaigns, developing your narrative thesis, and much more.

This will be your north star for everything you do in your business moving forward. Nothing left to guess.

02 Your Blue Ocean Positioning Strategy

You’ll now have a crystal-clear “category of one” that puts you in a league of your own in the mind of your ideal customer.

Nailing this will fix your positioning, messaging, and ultimately render your competitors obsolete because you’ll be seen as the only one doing what you do and how you do it.

03 Full Backend Systems & Infrastructure Buildout + Software

I provide you with a year of access to an all-in-one business software where I will build out all of the necessary funnels, automations, email sequences, and business infrastructure that will reinforce your propaganda narrative 24/7.

And yes, this would mean I’d handle your copywriting for things like sales pages and emails.

04 Personalized AI Consultants & Clones

As a former professor of innovation, I have deep experience with applying artificial intelligence tools in a business setting.

Within our first few days of working together you’ll receive a private AI consultant custom-designed for your business and my propaganda strategies.

Later on, I will build you a variety of AI clones as needed which may include photographic clones, voice clones, copywriting clones, and even a video clone. These will allow you to scale your content creation with minimal time investment.

05 Organic and Paid Content Strategy

I’ll put an end to content blocks by providing you everything you need to never run out of content ideas or be confused about your content strategy.

More importantly, I’ll develop a strategy that actually works with the lifestyle you want to live. So if you don’t even like content creation, I’ll have that covered. If we run ads, I’ll set all that up for you.

06 Lifetime Access to Future Proof Marketers

Bring me on as your CPO and you’ll also unlock complimentary lifetime access to my private mastermind, Future Proof Marketers.

This means you’ll have access to every program / training I have created and will create + ongoing live coaching calls + the growing AI Agent Library + a ton more.

Summary

This is the most DFY service I offer where I handle everything as far as strategy and building the infrastructure so by the time I’m done you have the systems and strategy in place and all you have to do is execute the plan.

You’re essentially bringing me on as your dedicated marketer + copywriter + funnel builder + ad agency + PR agent + consultant.

Most importantly you’ll transition from marketing that feels forced, salesy, and desperate to positioning yourself as a true market leading authority that effortlessly turns complete strangers into repeat and high ticket customers that are genuinely happy to pay for what you offer.

Similar to work I’ve been doing with global thought leader 19Keys since 2021, your primary role in this engagement is to approve the deliverables I bring you, provide any information or files I may need, and then execute the content strategy I hand you on a silver platter.

This is NOT for beginners.

If you’re still figuring out what you want to offer or how you can help people…a better place to work with me is inside Future Proof Marketers or grabbing my Mass Narrative Engineering program.

But if you’re looking to…

• Create market demand or a go-to-market strategy for your product

• Control and influence public opinion for your personal brand or business

• Raise capital for your business

• Build a cult-like loyal following of happy-to-pay customers

• Establish your “category of one” and deposition competitors

• Repair, prevent, or eliminate negative publicity

• Become a thought leader or authority figure in your industry

• Scale, close deals easier + faster than ever, and permanently solve your marketing issues…

Let’s talk.

And if needed, we do have an internal financing team that can get you the capital to work with me.

Due to the intensive, strategic nature of this work, I limit myself to working with only 4 clients at any given time. This ensures each engagement receives the focus and expertise required for market-shifting results.

The question isn’t whether you need a propaganda strategy—it’s whether you’ll implement one before your competition does.

What happens after our 90 days together?

After our 90 days, we’ll have a conversation about how we want to move forward.

You can choose to take what I’ve built and run with it on your own or with your team.

Or you can keep me on as your Chief Propaganda Officer on a monthly retainer + revenue share.

We’ll explore what that looks like as we near the end of the engagement.

Ready to Control Your Market’s Narrative?

The entrepreneurs and marketers who understand this distinction between marketing and propaganda will shape the next decade. Those who don’t will keep wondering why their marketing feels harder and costs more every year.

To explore working together, let’s talk: https://cal.com/jaredtross/propaganda-strategy.

They say it’s the winner who writes the history books…

But in business, it’s the writer that becomes the winner.

So the only question is…would you like to be the writer of your industry?

Godspeed,

Jared T. Ross
Chief Propaganda Officer
Bureau of Propaganda Intelligence