How to rule the world? Control what people see!

Durwin Ho
2 min readOct 27, 2021

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How many companies does Elon Musk have?

Let’s see, among others, there’s SpaceX, Tesla, Hyperloop, SolarCity, AI and Neuralink, and The Boring Company (TBC).

TBC is one of the lesser known companies that Elon talks about, but he still talks about it a lot.

The Boring Company is a construction firm that creates safe, fast-to-dig, and low-cost transportation, utility, and freight tunnels for cities.

He wants to solve transportation for the future.

To eliminate traffic that is plaguing every major city.

Did you know there is a script for the drivers at TBC to follow strictly?

“Most of the time, the prepared answers are designed to shut down conversation as quickly as possible — but not before peppering founder Elon Musk with compliments about how awesome, inspiring, and motivating he is.”

For example, if someone asks a driver how long they’ve been working for The Boring Company, they’re supposed to say “Long enough to know these tunnels pretty well!”

“Public fascination with our founder is inevitable and may dominate the conversation. Be as brief as possible, and do your best to shut down such conversation. If passengers continue to force the topic, politely say, ‘I’m sorry, but I really can’t comment’ and change the subject.”

I always knew that controlling the brand image and narrative of how the public perceives things is quintessential to a company as important and influential as TBC.

But I never knew just how far people would go to control the narrative.

They aren’t just hoping you think positive thoughts of them, they are TELLING you what and how you should think of them.

They are scripting the narrative for the drivers to deal with the public.

That is scary.

They are trying to manipulate and control the public image of the new system, its technology and especially its founder, Elon Musk.

Public.

Image.

Brand.

Brand control is everything.

Yes, Elon is controversial.

Yes, everywhere Elon goes, Elon hypes.

But maybe now we are starting to see why.

The company and people around Elon is perpetuating it.

They are creating the atmosphere and controlling the environment which surrounds Elon and his companies.

This in turn will control the image and how we perceive them.

Which brings me to think: if we are just thinking of something the way they want us to think about, are we still thinking about it the way we want to think of it?

What do you think?

Hit me up and let me know.

#startups #business #startupx #elonmusk #hyperloop #spacex #theboringcompany #tunnels #traffic #futureofmobility #success #socialmedia #cult #entrepreneurship #brandcontrol #branding

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Durwin Ho
Durwin Ho

Written by Durwin Ho

CEO of StartupX | Web3.0, Crypto, DeFi, NFT Enthusiast |HyperX Sustainability Hackcelerator | Startup Weekend Singapore.

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