The receptivity of the masses is very limited, their intelligence is small, but their power of forgetting is enormous. In consequence of these facts, all effective propaganda must be limited to a very few points and must harp on these in slogans until the last member of the public understands what you want him to understand by your slogan.
But like infection is the petty thought: it creeps and hides, and wants to be nowhere--until the whole body is decayed and withered by the petty infection... Thus spoke Zarathustra.
So I analyzed that and decided I didn't want to be the president during a depression greater than the Great Depression, or the beginning of a depression greater than the Great Depression.