Creating Legend

English writer and philosopher Aldous Huxley might not be a household name, unless your family happens to be in the business of literature or philosophy, but he was widely acknowledged as one of the foremost intellectuals of his time, with over 50 books published and 9 nominations for the Nobel Prize in Literature. His passing, however, was overshadowed by a much bigger headline: the assassination of President John F. Kennedy.

Why are we discussing Aldous today? Well aside from famously requesting a dose of LSD on his deathbed (actually two, if I’m reading it correctly.. which he received!), he wrote the best definition of propaganda that I’ve found. 

“The purpose of propaganda is to make one set of people forget that other sets of people are human.”

Interesting.   

While propaganda is often associated with negative connotations like politics, war, and manipulation, there is another side to it: the constructive use of storytelling to build people, brands, and even businesses up. 

Otherwise.. to make legendary. 

Merriam Webster’s definition even includes this nod to the positive. 

propaganda 

noun

: the spreading of ideas, information, or rumor for the purpose of helping or injuring an institution, a cause, or a person.

So what does this action look like when deployed for good? 

All we have to do is take a look at “the happiest place on earth.” 

Disney doesn’t just sell tickets to their parks; they create a narrative that turns their destinations into something bigger than a theme park. Consider the famous phrase, “The Happiest Place on Earth.” This wasn’t just a tagline; it was a carefully crafted promise, that set high expectations for guests before they even arrived at the gates.

But Disney’s genius didn’t end with a tagline. It was how he extended it into everything else. Did you know the monorail and boat rides that transport visitors to the Magic Kingdom are part of that narrative? 

When guests park at the Transportation and Ticket Center, they must purposely leave their cars behind and take either the monorail or a boat to enter the park. This isn’t just about logistics, it’s a psychological and emotional transition. By the time guests arrive at the park, they’ve already left the outside world behind. This buffer, between the stress of travel and the magic of Disney, ensures that guests enter the park primed for an immersive experience and dissociate any of the negativity of getting there with the experience. 

It’s part of the propaganda. And it works. 

The 1990s Chicago Bulls offer us another example. While they were talented and hardworking, it wasn’t until their narrative of persistence, teamwork, and dominance caught fire that they became more than just a sports team. Their 1995-1996 season, with a record-setting 72 wins and a championship victory, became legendary. In today’s terms, their story went viral, turning the Bulls into a symbol of excellence that transcended basketball.

Controlling the narrative is important. 

Especially when you’re looking to build your legacy. 

What story are we telling? Or perhaps more important, what are the stories we want told about us? 

🔗 Connect with me at linkedin.com/in/scottschoeneberger.