Crowds have vast machines for being somewhere else--run in somewhat the
same way all from one unpretentious building they put up called a Power
House.

A great many of our machines for allowing crowds of people to move their
bodies around with have been attended to, but our Intelligence-Machine,
our machine for knowing what other people really think, and what they
are like in their hearts so that we can know enough to be good to them,
and have brains enough to get them to be good to us, is not finished and
set up yet.

The industrial problem instead of being primarily an economic problem is
a news problem.

If a President were to appoint a Secretary of Labour and were to give
him as one of his conveniences, a news engineer--an expert at attracting
and holding the attention of labour unions and driving through news to
them about themselves that they do not know yet, who would be
practically at the head of the department in two years? The Secretary or
the Secretary's news engineer? News is all there is to such a
department, finding out what it is and distributing it. Any one can
think of scores of labour-union fallacies, news they do not know about
themselves that they will want to know at once when their attention is
called to it.

If nine members of the President's Cabinet were national news agents,
experts in nationalizing news, one member could do with his subordinates
all the other things that Cabinet members do.

The real problem before each Cabinet member is a problem of news. If the
Secretary of Commerce, for instance, could get people to know certain
things, he would not need to do at all most of the things that he is
doing now. Neither would the Attorney General.

If everything in a Cabinet position turns on getting people to know
things, why not get them to know them? Why not take that job instead?
Why not take the job of throwing one's self out of a job? Every powerful
man has done it--thrown himself out of what he was doing, by making up
something bigger to do from the beginning of the world.

In every business it is the man who can recognize, focus, organize, and
apply news, and who can get news through to people, who soon becomes the
head of the business.

The man who can get news through to directors and to employees and make
them see themselves and see one another and the facts as they are, soon
gets to be Head of the factory.

The man who can get news through to the public, the salesman of n