This is a passage from a book called World War Z by Max Brooks. Specifically showing you how Fear Sells. Here is a quick summary of what the book is about:
[In prewar times, this outpost was considered the most remote on Earth. Situated near the planets southern geomagnetic pole, atop the four-kilometer ice crust of Lake Vostok, temperatures here have been recorded at a world record negative eighty-nine degrees Celsius, with the highs rarely reaching above negative twenty-two. This extreme cold, and the fact that overland transport takes over a month to reach the station, were what made Vostok so attractive to Breckinridge Breck Scott.
We meet in The Dome, the reinforced, geodesic greenhouse that draws power from the stations geothermal plant. These and many other improvements were implemented by Mister Scott when he leased the station from the Russian government. He has not left it since the Great Panic.
Do you understand economics? I mean big-time, prewar, global capitalism. Do you get how it worked? I dont, and anyone who says they do is full of shit. There are no rules, no scientific absolutes. You win, you lose, its a total crapshoot. The only rule that ever made sense to me I learned from a history, not an economics, professor at Wharton. Fear, he used to say, fear is the most valuable commodity in the universe. That blew me away. Turn on the TV, hed say. What are you seeing? People selling their products? No. People selling the fear of you having to live without their products. Fuckin A, was he right. Fear of aging, fear of loneliness, fear of poverty, fear of failure. Fear is the most basic emotion we have. Fear is primal. Fear sells. That was my mantra. Fear sells.
When I first heard about the outbreaks, back when it was still called African rabies, I saw the opportunity of a lifetime. Ill never forget that first report, the Cape Town outbreak, only ten minutes of actual reporting then a full hour of speculating about what would happen if the virus ever made it to America. God bless the news. I hit speed dial thirty seconds later.
I met with some of my nearest and dearest. Theyd all seen the same report. I was the first one to come up with a workable pitch: a vaccine, a real vaccine for rabies. Thank God there is no cure for rabies. A cure would make people buy it only if they thought they were infected. But a vaccine! Thats preventative! People will keep taking that as long as theyre afraid its out there!
We had plenty of contacts in the biomed industry, with plenty more up on the Hill and Penn Ave. We could have a working proto in less than a month and a proposal written up within a couple of days. By the eighteenth hole, it was handshakes all around.
What about the FDA?
Please, are you serious? Back then the FDA was one of the most underfunded, mismanaged organizations in the country. I think they were still high-fiving over getting Red No. 2 1 out of M&Ms. Plus, this was one of the most business-friendly administrations in American history. J. P. Morgan and John D. Rockefeller were getting wood from beyond the grave for this guy in the White House. His staff didnt even bother to read our cost assessment report. I think they were already looking for a magic bullet. They railroaded it through the FDA in two months. Remember the speech the prez made before Congress, how it had been tested in Europe for some time and the only thing holding it up was our own bloated bureaucracy? Remember the whole thing about people dont need big government, they need big protection, and they need it big-time! Jesus Christmas, I think half the country creamed their pants at that. How high did his approval rating go that night, 60 percent, 70? I just know that it jacked our IPO 389 percent on the first day! Suck on that, Baidu dot-com!
And you didnt know if it would work?
We knew it would work against rabies, and thats what they said it was, right, just some weird strain of jungle rabies.
Who said that?
You know, they, like, the UN or thesomebody. Thats what everyone ended up calling it, right, African rabies.
Was it ever tested on an actual victim?
Why? People used to take flu shots all the time, never knowing if it was for the right strain. Why was this any different?
But the damage
Who thought it was going to go that far? You know how many disease scares there used to be. Jesus, youd think the Black Death was sweeping the globe every three months or soebola, SARS, avian flu. You know how many people made money on those scares? Shit, I made my first million on useless antiradiation pills during the dirty bomb scares.
But if someone discovered
Discovered what? We never lied, you understand? They told us it was rabies, so we made a vaccine for rabies. We said it had been tested in Europe, and the drugs it was based on had been tested in Europe. Technically, we never lied. Technically, we never did anything wrong.
But if someone discovered that it wasnt rabies
Who was going to blow the whistle? The medical profession? We made sure it was a prescription drug so doctors stood just as much to lose as us. Who else? The FDA who let it pass? The congressmen who all voted for its acceptance? The surgeon general? The White House? This was a win-win situation! Everyone got to be heroes, everyone got to make money. Six months after Phalanx hit the market, you started getting all these cheaper, knockoff brands, all solid sellers as well as the other ancillary stuff like home air purifiers.
Who was going to blow the whistle? The medical profession? We made sure it was a prescription drug so doctors stood just as much to lose as us. Who else? The FDA who let it pass? The congressmen who all voted for its acceptance? The surgeon general? The White House? This was a win-win situation! Everyone got to be heroes, everyone got to make money. Six months after Phalanx hit the market, you started getting all these cheaper, knockoff brands, all solid sellers as well as the other ancillary stuff like home air purifiers.
But the virus wasnt airborne.
It didnt matter! It still had the same brand name! From the Makers of All I had to say was May Prevent Some Viral Infections. That was it! Now I understand why it used to be illegal to shout fire in a crowded theater. People werent going to say Hey, I dont smell smoke, is there really a fire, no, they say Holy shit, theres a fire! RUN! [Laughs.] I made money on home purifiers, car purifiers; my biggest seller was this little doodad you wore around your neck when you got on a plane! I dont know if it even filtered ragweed, but it sold.
Things got so good, I started setting up these dummy companies, you know, with plans to build manufacturing facilities all over the country. The shares from these dumbos sold almost as much as the real stuff. It wasnt even the idea of safety anymore, it was the idea of the idea of safety! Remember when we started to get our first cases here in the States, that guy in Florida who said hed been bitten but survived because he was taking Phalanx? OH! [He stands, mimes the act of frantic fornication.] God freakin bless that dumbass, whoever he was.
But that wasnt because of Phalanx. Your drug didnt protect people at all.
It protected them from their fears. Thats all I was selling. Hell, because of Phalanx, the biomed sector started to recover, which, in turn, jump-started the stock market, which then gave the impression of a recovery, which then restored consumer confidence to stimulate an actual recovery! Phalanx hands down ended the recession! II ended the recession!
And then? When the outbreaks became more serious, and the press finally reported that there was no wonder drug?
Pre-fucking-cisely! Thats the alpha cunt who should be shot, whats her name, who first broke that story! Look what she did! Pulled the fuckin rug right out from under us all! She caused the spiral! She caused the Great Panic!
And you take no personal responsibility?
For what? For making a little fuckin cashwell, not a little [giggles]. All I did was what any of us are ever supposed to do. I chased my dream, and I got my slice. You wanna blame someone, blame whoever first called it rabies, or who knew it wasnt rabies and gave us the green light anyway. Shit, you wanna blame someone, why not start with all the sheep who forked over their greenbacks without bothering to do a little responsible research. I never held a gun to their heads. They made the choice themselves. Theyre the bad guys, not me. I never directly hurt anybody, and if anybody was too stupid to get themselves hurt, boo-fuckin-hoo. Of course
If theres a hell[giggles as he talks]I dont want to think about how many of those dumb shits might be waiting for me. I just hope they dont want a refund.