If/Then

How the Simulmatics Corporation Invented the Future

By: Jill Lepore

Narrated by: Jill Lepore

A brilliant, revelatory account of the Cold War origins of the data-mad, algorithmic 21st century, from the author of the acclaimed international best seller These Truths.

The Simulmatics Corporation, founded in 1959, mined data, targeted voters, accelerated news, manipulated consumers, destabilized politics, and disordered knowledge - decades before Facebook, Google, Amazon, and Cambridge Analytica. Silicon Valley likes to imagine that it has no past, but the scientists of Simulmatics are the long-dead grandfathers of Mark Zuckerberg and Elon Musk. Borrowing from psychological warfare, they used computers to predict and direct human behavior, deploying their “People Machine” from New York, Cambridge, and Saigon for clients that included John Kennedy’s presidential campaign, the New York Times, Young & Rubicam, and, during the Vietnam War, the Department of Defense.

Jill Lepore, distinguished Harvard historian and New Yorker staff writer, unearthed from archives the almost unbelievable story of this long-vanished corporation and of the women hidden behind it. In the 1950s and 1960s, Lepore argues, Simulmatics invented the future by building the machine in which the world now finds itself trapped and tormented, algorithm by algorithm.

©2020 Jill Lepore (P)2020 Recorded Books

Good narration

As another reviewer noted, I almost always would prefer to have an author do her own narration, as she'll actually understand what she wrote. That understanding is sadly lacking with many non-author narrators. Here, the author chose to a tone of voice for many quotations that seemingly reflects her view that the speaker is bloviating or maybe just naïvely optimistic. Although I understand why some listeners might find it annoying, I found that choice refreshing and helpful.

Enthusiastically recommend

Enthralling story and very informative. the book is beautifully narrated. Even my kids love to listen.

A defense of our humanity

An eye-opening account of what is behind our advertising-driven culture and economy. A must read. WELL TOLD. ENGAGING. HOPEFUL

Jill Lepore’s take on anything is worth paying attention to.

Well researched and propulsively readable. A brilliant introduction to the past from a voice for the future. If Then asks and answers questions that Facebook, Google, and their ilk would prefer we ignore, so they can answer them for us.

Fascinating and more included below

Fascinating insight to our cyber world.
Start with “A Mind At Play: How Claude Shannon Started The Information Age”

Thank You Jill!

He who knows not history remains always a child.

History not as entertainment, but guide to our common humanity and progress- read with occasional emotion that can hit a bit harsh, at least to my wife ;-)

This should be read and understood by all!

About her voice.

I love her ideas and I love her enthusiasm. She brings what some would consider trivialities of American history and brings them to life and explains to you whether or not trivial at all. And. I. Love. Her. I would rather hear this author's voice than an actor with some slick production values added post-production. Lepore's voice adds to the honesty and genuine nature of her work. I don't review Audible often, but I read some of the reviews saying blistering, and I think misguided things about Jill lepore's voice and I had to weigh in. I would be first in line to register for her classes.

Horrible narration

The narrator uses what used to be called a sing songy type of voice when quoting others referred to in the book that would make even the most intelligent person sound like a bloviating fool. Now maybe a lot of the people quoted were fools but I doubt it. It’s easy to be a genius when judging others with hindsight.

Remembering

Important history that needs to be remembered. An example of why history matters. Well written.

exceptional

With the author as the narrator, the book is extremely rich. The content is incredibly well researched, and the recording adds personality to it. Highly recommend!