In Harari’s words (and I strongly recommend reading the entire book): “Marx forgot the capitalists know how to read. At first only a handful of disciples took Marx seriously and read his writings. But as these socialist firebrands gained adherents and power, the capitalists became alarmed. They too perused Das Kapital, adopting many of the tools and insights of Marxist analysis. In the twentieth century everybody from street urchins to presidents embraced a Marxist approach to economics and history. Even diehard capitalists who vehemently resisted the Marxist prognosis still made use of the Marxist diagnosis. […] As people adopted the Marxist diagnosis, they changed their behavior accordingly. Capitalists in countries such as Britain and France strove to better the lot of the workers, strengthen their national consciousness and integrate them into the political system. Consequently, when workers began voting in elections and the Labour gained power in one country after another, the capitalists could sleep soundly in their beds. As a result, Marx’s predictions came to naught. This is the paradox of historical knowledge.” 77
OgilvyRED Future of Work Flipbook Page 70 Page 72