It is a closer look at the psyche of the masses that really calls us to think about what happens in groups of noisy, angry masses and how the mover and leader who seems less intelligent and less rational, how he is able to move these groups and direct them to the unconscious and irrational emotions he wants, and the book explains to us the tools with which we can influence them. Directly in the psychology of the masses and directing them to what we want from them.