Thorndike Press

If Then: How the Simulmatics Corporation Invented the Future

  • Jill Lepore
  • Offered By:
  • ISBN-10: 1432886142
  • ISBN-13: 9781432886141
  • DDC: 006.3
  • Shipping Weight: 1.90 lbs ( .86 kgs)
  • 718 Pages | Hardcover
  • Published/Released March 2021

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A National Book Award Longlist
An O, The Oprah Magazine Best Book

The Simulmatics Corporation, launched during the Cold War, mined data, targeted voters, manipulated consumers, destabilized politics, and disordered knowledge ― decades before Facebook, Google, and Cambridge Analytica. Jill Lepore came across the company’s papers in MIT’s archives and set out to tell this forgotten history, the long-lost backstory to the methods, and the arrogance, of Silicon Valley. The scientists of Simulmatics created a world in which corporations collect data and model behavior and target messages about the most ordinary of decisions. If Then is its cautionary tale.