Why I will never write a non-ficiton franchise book

Marshall McLuhan said that every new book cannot be more be than 10% new material for the reading public.

The overwhelming public opinion is that franchising is in the sheep-shearing business rather than in the lamb-chop making business.

The former was true before: they created wealth for all stakeholders. Today, buying a new franchise is the later: It’s a different technology.

Any message repeated a million times can create the illusion of reality.

Ads seem to work on the very advanced principle that a small pellet or pattern in a noisy, redundant barrage of repetition will gradually assert itself. Ads push the principle of noise all the way to the plateau of persuasion. They are quite in accord with the procedures of brain-washing. This depth principle of onslaught on the unconscious may be the reason why.

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