Your grandmother's brand loyalty wasn't her own idea. Neither was your grandfather's war fever, or his certainty about who to blame when the economy collapsed. Someone designed those beliefs on purpose — and the man who cracked the code was hiding in plain sight, armed with a family secret nobody saw coming.

In this episode of Belief is the Battlefield, we crack open the toolbox that turned persuasion into a science. A parade that changed what an entire gender was allowed to do in public. A single sentence repeated just enough times, that became more powerful than the truth itself. And meeting behind closed doors where the real product being sold wasn't what anyone thought.

Every one of these tricks still runs somewhere in your life right now. You just don't see who's pulling the strings.

But here's what we can't answer for you: once a handful of people learned to control what millions of minds believed using nothing but a single microphone — what happens the day that microphone lands in everyone's pocket at once?

Press play on Episode 3 and find out exactly how far one century of manufactured belief actually went.

• ‘Belief is the Battlefield’ is a multimedia, multiplatform, self-explicating conceptual art project to mark 25 years since 9/11.
• It will last for one year.
• You can join in at ⁠⁠beliefisthebattlefield.com⁠⁠ or on our social media platforms.
• You can meet the others in groups that are popping up all over the internet.