Robert Reich - Member of Clinton Cabinet 1993-1997 - Ronald Reagan and Margaret Thatcher both embraced an economic philosophy that says the unit of judgment was not only the individual but it was the individual's personal satisfaction, the individual's own unique happiness and well being. It was in a sense the triumph of regarding individuals as purely emotional beings who have needs and wants and desires that need to be satisfied and can be satisfied unconsciously. It goes way back to the early part of the 20th century to Freud, to notions of the unconscious, the assumptions that in terms of our rational minds we are little corks bobbing around on this great sea of hopes and fears and desires of which we are only thinly aware and that the world of a marketer, the role of somebody selling something, including a politician is to appeal to this great swamp of desire, of unconscious desire.