In the world of entrepreneurship, many people believe they need a big structure, powerful contacts, or the perfect opportunity before they can begin. The story of Francis Kurkdjian—known by many as the “designer of the invisible”—proves the exact opposite: a clear vision, sustained by discipline and sensitivity, can become a personal and business brand with global impact.
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In the last few years, the word therian has moved from niche internet forums into mainstream social media feeds, where it is often treated as either a curiosity, a joke, or a trend. In its most common online meaning, however, therianthropy describes an internal identification with a non-human animal —psychological, spiritual, or both— while still recognizing oneself as biologically human. For many people who adopt the label, it functions less like a costume or a roleplay genre and more like a vocabulary for experiences that previously felt private, confusing, or isolating. At the same time, platforms like TikTok turn identity into content: recognizable aesthetics, tags, and formats can amplify visibility, but also invite misunderstanding, harassment, and oversimplification.
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This essay examines why, despite unprecedented access to information and evidence, people repeatedly make poor decisions in both political and consumer domains. Framed through two linked themes—the modern transformation of the concept of the person and the erosion of self-awareness—it argues that contemporary propaganda succeeds less by defeating facts than by reshaping the conditions under which facts are interpreted. The essay contends that an older model of personhood as a moral, deliberative agent is increasingly displaced by an operational model of the individual as a profile: a datafied, segmentable, and predictable target optimized for influence. In parallel, self-awareness is treated as a metacognitive safeguard; the reflective pause that enables individuals to notice manipulation, regulate emotion, and align action with values, yet this pause is systematically undermined by attention-engineered media environments that reward speed, arousal, and identity signaling. By comparing political propaganda and marketing persuasion, the essay highlights their shared influence architecture (segmentation, narrative, emotional priming, repetition) and addresses common counterarguments about efficiency, personal responsibility, and free speech. It concludes that restoring evidence-based decision-making requires more than supplying facts: it demands rebuilding both the internal capacities (self-awareness) and the external institutional conditions (transparency, accountability, and incentive alignment) that protect human agency in an age of pervasive influence.
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In consumption, just as in politics, the idea of a purely rational choice is more a normative ideal than a realistic description of human behavior. A consumer can decide and stick to a preference for a brand even when there is clear comparison data or evidence that another option is objectively better on price, performance or technical quality. This is not an anomaly; it is a predictable result of how people make decisions under uncertainty, time pressure, switching costs, and information overload. The notion of the best option is rarely defined only by objective attributes; it is also constructed with identity, emotions, trust, social norms, and mental shortcuts that help reduce complexity. Understanding this lets marketers design strategies to lessen the grip of such entrenched preferences, or even reverse them, without relying only on rational arguments that often arrive too late or with too little traction.
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They called it the Surgery because saying what it really was felt like tempting fate.
In the basement of an anonymous building in a capital that prided itself on being seen, the walls were the color of old paper and the air smelled faintly of ozone and burnt coffee. Screens lined the room in a sterile mosaic—weather, satellite imagery, communications traffic rendered into neat graphs, a city map annotated with invisible boundaries.
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The morning began like any other. In the same city, entrepreneurs were checking their emails, small business owners were unlocking their storefronts, salespeople were reviewing their targets, and university students were rushing to early classes. Each of them moved through routines that felt familiar and solid, as if reality were a stable stage on which daily life simply unfolded.
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