"Bernays's business partner, Paul Mazur, said, "We must shift America from a needs to a desires culture.... People must be trained to desire, to want new things, even before the old have been entirely consumed. We must shape a new mentality. Man's desires must overshadow his needs." As Bernays later wrote, in 1928, the conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in democratic society. Those who manipulate this unseen mechanism of society constitute an invisible government that is the true ruling power of this country. We are governed, our minds molded, our tastes formed, our ideas suggested, largely by men we have never heard of. This is a logical result of the way in which our democratic society is organized.... In almost every act of our daily lives, whether in the sphere of politics or business, in our social conduct or our ethical thinking, we are dominated by the relatively small number of persons ... who understand the mental processes and social patterns of the masses. It is they who pull the wires which control the public mind."