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mostlysignssomeportents · 5 months ago

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MLMs are the mirror-world version of community organizing

If you'd like an essay-formatted version of this post to read or share, here's a link to it on pluralistic.net, my surveillance-free, ad-free, tracker-free blog:

https://pluralistic.net/2025/02/05/power-of-positive-thinking/#the-socialism-of-fools

In her unmissable 2023 book Doppelganger, Naomi Klein paints a picture of a "mirror world" of right wing and conspiratorial beliefs that are warped, false reflections of real crises:

https://pluralistic.net/2023/09/05/not-that-naomi/#if-the-naomi-be-klein-youre-doing-just-fine

For example, Qanon's obsession with "child trafficking" is a mirror-world version of the real crises of child poverty, child labor, border family separations and kids in cages. Anti-vax is the mirror-world version of the true story of the Sacklers and their fellow opioid barons making billions on Oxy and fent, with the collusion of corrupt FDA officials and a pliant bankruptcy court system. Xenophobic panic about "immigrants stealing jobs" is the mirror world version of the well-documented fact that big business shipped jobs to low-waged territories abroad, weakening US labor and smashing US unions. Cryptocurrency talk about "decentralization" is the mirror-world version of the decay of every industry (including tech) into a monopoly or a cartel.

Klein is at pains to point out that other political thinkers have described this phenomenon. Back in the 19th century, leftists called antisemitism "the socialism of fools." Socialism – the idea that working people are preyed upon by capital – is reflected in the warped mirror as "working people are preyed upon by international Jewish bankers."

The mirror world is a critical concept, because it shows that far right and conspiratorial beliefs are often uneasy neighbors with real, serious political movements. The swivel-eyed loons have a point, in other words:

https://locusmag.com/2023/05/commentary-cory-doctorow-the-swivel-eyed-loons-have-a-point/

Once you understand the mirror world, you start to realize that many right wing conspiracists could have been directed into productive movements, if only they'd understood that their problems were with systems, not sinister individuals (this is why Trump has ordered a purge of any federally funded research that contains the word "systemic"):

https://mamot.fr/@[email protected]/113943287435897828

This also explains why the "tropes" of right wing conspiratorialism sometimes echo left wing, radical thought. I once had a (genuinely unhinged) dialog with a self-described German "progressive" who told me that criticizing the finance industry as parasitic on the real economy was "structurally antisemitic." Nonsense like this is why Klein's "mirror world" is so important: unless you understand the mirror world, you can end up believing that "progressive" just means "defending anything the right hates."

Historian Erik Baker is the author of a new book, Make Your Own Job: How the Entrepreneurial Work Ethic Exhausted America, which has some very interesting things to say about the mirror world:

https://www.hup.harvard.edu/books/9780674293601

In a recent edition of the always-excellent Know Your Enemy podcast, the hosts interviewed Baker about the book, and the conversation turned to the subject of pyramid schemes, the "multilevel marketing systems" that are woven into so many religious, right-wing movements:

https://www.dissentmagazine.org/blog/know-your-enemy-the-entrepreneurial-ethic/

MLMs have it all: prosperity gospel ("God rewards virtue with wealth"), atomization ("you are an entrepreneur and everyone in your life is your potential customer"), and rabid anti-Communism ("solidarity is a trick to make you poorer").

The rise of the far right can't be separated from the history of MLMs. The modern MLM starts with Amway, a cultlike national scam that was founded by Jay Van Andel and Richard DeVos (father-in-law of Betsy DeVos).

Rank-and-file members of the Amway cult lived in dire poverty, convinced that their financial predicament was their own fault for not faithfully following the "sure-fire" Amway method for building a business. Andrea Pitzer's gripping memoir of growing up in an Amway household offers a glimpse of the human cost of the cult:

https://www.theatlantic.com/ideas/archive/2025/01/amway-america/681479/?gift=j9r7avb6p-KY8zdjhsiSZxYkntna5M_rYEv4707Zqqs

Amway – and MLMs like it – don't just bleed out their members by convincing them to buy mountains of useless crap they're supposed to sell to their families, while enriching the people at the top of the pyramid who sell it to them. The "toxic positivity" of multi-level marketing cults forces members deep into debt to pay for seminars and retreats where they are supposed to learn how to repair the personal defects that keep them from being "successful entrepreneurs." The topline of the cult isn't just getting rich selling stuff – they're making bank by selling false hope, literally, in Hilton ballrooms and convention centers across the country, where hearing an MLM scammer berate you for being a "bad entrepreneur" costs thousands of dollars.

Amway destroyed so many lives that Richard Nixon's FTC decided to investigate it. The investigation wasn't going well for Amway, which was facing an existential crisis that they were rescued from by Nixon's resignation. You see, Nixon's successor, Gerald Ford, was the former Congressman of Amway co-founder Jay Van Andel, who was also the head of the US Chamber of Commerce, the most powerful business lobbyist in America.

At Ford's direction, the FTC exonerated Amway of all wrongdoing. But it's even worse than that: Ford's FTC actually crafted a rule that differentiated legal pyramid schemes from illegal ones, based on Amway's destructive business practices. Under this new rule, any pyramid scheme that had the same structure as Amway was presumptively legal. Every MLM operating in America today is built on the Amway model, taking advantage of the FTC's Amway rule to operate in the open, without fear of legal repercussions.

MLMs prey on the poor and desperate: women, people of color, people in dying small towns and decaying rustbelt cities. It's not just that these people are desperate – it's that they only survive through networks of mutual aid. Poor women rely on other poor women to help with child care, marginalized people rely on one another for help with home maintenance, small loans, a place to crash after an eviction, or a place to park the RV you're living out of.

In other words, people who lack monetary capital must rely on social capital for survival. That's why MLMs target these people: an MLM is a system for destructively transforming social capital into monetary capital. MLMs exhort their members to mine their social relationships for "leads" and "customers" and to use the language of social solidarity ("women helping women") to wheedle, guilt, and arm-twist people from your mutual aid network into buying things they don't need and can't afford.

But it's worse, because what MLMs really sell is MLMs. The real purpose of an MLM sales call is to convince the "customer" to become an MLM salesperson, who owes you a share of every sale they make and is incentivized to buy stock they don't need (from you) in order to make quotas. And of course, their real job is to sign up other salespeople to work under them, and so on.

An MLM isn't just a pathogen, in other words – it's a contagion. When someone in your social support network gets the MLM disease, they don't just burn all their social ties with you and the people you rely on – they convince more people in your social group to do the same.

Which brings me back to the mirror world, and Erik Baker's conversation with the Know Your Enemy podcast. Baker starts to talk about who gets big into Amway: "people who already effectively lead by the force of their charisma and personality many other people in their lives. Right? Because you're able to sell to those people, and you're able to recruit those people. What are we talking about? Well, they're effectively recruiting organizers, people who have a natural capacity for organizing and then sending them out in the world to organize on behalf of Christian capitalism."

Listening to this, I was thunderstruck: MLM recruiters are the mirror world version of union organizers. In her memoir of growing up in Amway, Andrea Pitzer talks about how her mom would approach strangers and try to lead them through a kind of structured discussion:

Everywhere we went—the mall, state parks, grocery stores—she’d ask people whether they could use a little more money each month. “I’d love to set up a time to talk to you about an exciting business opportunity.” The words should have seemed suspect. Yet people almost always gave her their number. Her confidence and professionalism were reassuring, and her enthusiasm was electric, even, at first, to me. “What would you do with $1 million?” she’d ask, spinning me around the kitchen.

This kind of person, having this kind of dialog, is exactly how union organizers work. In A Collective Bargain, Jane McAlevey's classic book on labor organizing, she describes how she would seek out the charismatic, outgoing workers in a job-site, the natural leaders, and recruit them to help bring the other workers onboard:

https://pluralistic.net/2023/04/23/a-collective-bargain/

Organizer training focuses on how to have a "structured organizing conversation," which McAlevey described in a 2019 Jacobin article:

“If you had a magic wand and could change three things about life in America [or her town or city or school], what would you change?” The rest of your conversation needs to be anchored to her answers to that question.

https://jacobin.com/2019/11/thanksgiving-organizing-activism-friends-family-conversation-presidential-election

The MLM conversation and the union conversation have eerily similar structures, but the former is designed to commodify and destroy solidarity, and the latter is designed to reinforce and mobilize solidarity. Seen in this light, an MLM is a mirror world union, one that converts solidarity into misery and powerlessness instead of joy and strength.

The MLM movement doesn't just make men like Rich De Vos and Jay Van Andel into billionaires. MLM bosses are heavy funders of the right, a blank check for the Heritage Foundation. Trump is the MLM president, a grifter who grew up on the gospel of Norman Vincent Peale – a key figure in MLM cult dynamics – who tells his followers that wealth is a sign of virtue. Trump boasts about all the people he's ripped off, boasting about how getting away with cheating "makes me smart":

https://pluralistic.net/2024/12/04/its-not-a-lie/#its-a-premature-truth

The corollary is that being cheated means you're stupid. Caveat emptor, the motto of the cryptocurrency industry ("not your wallet, not your coins") that spent hundreds of millions to get Trump elected.

Tech has its own mirror world. The people who used tech to find fellow weirdos and make delightful and wonderful things are mirrored by the people who used tech to find fellow weirdos and call for fascism, ethnic cleansing, and concentration camps.

In Picks and Shovels, my next novel (Feb 17), I introduce readers to a fictitious 1980s religious computer sales cult called Fidelity Computing, run by an orthodox rabbi, a Catholic priest and a Mormon rabbi:

https://us.macmillan.com/books/9781250865908/picksandshovels

Fidelity is a faith scam, a pyramid scheme that is parasitic upon the bonds of faith and fellowship. Martin Hench, the hero of the story – a hard-fighting high tech forensic accountant – goes to work for a competing business, Computing Freedom, run by three Fidelity ex-employees who have left their faiths and their employers to pursue a vision of computers that is about liberation, rather than control.

The women of Computing Freedom – a queer orthodox woman who's been kicked out of her family, a Mormon woman who's renounced the LDS over its opposition to the Equal Rights Amendment, and a nun who's left her order to throw in with the Liberation Theology movement – are all charismatic, energetic, inspirational organizers.

Because of course they are – that's why they were so good at selling computers for the Reverend Sirs who sit at the top of Fidelity Computing's pyramid scheme.

Hearing Baker's interview and reading Pitzer's memoir last week made it all click together for me. Not just that MLMs destroy social bonds, but that within every person who gets sucked into an MLM, there's a community organizer who could be building the bonds that MLMs destroy.

#pluralistic #amway #mlm #picks and shovels #martin hench #devos #that makes me smart #rich devos #mirror world #doppelganger #naomi klein #crime fiction #technothrillers #books #cults

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bamsara · 11 months ago

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Hello! I was wondering what company you use for your sticker sheets? I bough one from your Ko-Fi shop and really like the quality, and the pricing you were able to sell at is waaaaaay more reasonable compared to any of the companies I've seen and used myself. Is it a POD company, or a mass purchase of them to sell on your own?

Thank you for your time if you're able to respond!

I'm really glad you like the quality, because I actually make them by hand at home! (Please forgive the lighting, my bedroom is my office lmao.)

I don't use a company (and Idk what a POD company is sorry!) but making them at home gives a lot more freedom of stock, just be wary it can be very time consuming depending on how many you need to make.

I've had other people ask before, so here's a rundown of how I make my stickers at home: At most you'll need:

Printer

Sticker paper (this is the type that I use)

Laminator and lamination paper (the lamination paper that I use.) You can also use adhesive non-heat lamination paper if you don't have a laminator, gives you the same result, just be careful of bubbles. You will get double your worth out of a pack because we are splitting the pouches to cover two sticker sheets.

Your choice of a sticker cutting machine or just using scissors.

First, I use Cricut's software to print out the sticker sheet with the guidelines around the corners so the machine can read it. If you do NOT have a Cricut machine, open up your art program, make a canvas of 2550x3300 and fill it up with your sticker design with some cutting space between them. This the 8.5x11 size for the sticker page.

I usually have bleed selected so the cut comes out cleaner. Tip for non-Cricut users below: Increase the border around your sticker design to fake the 'bleed' effect for a cleaner cut.

These are the print settings I use for my printer. I use the 'use system dialogue' to make sure I can adjust the settings otherwise it prints out low quality by default. Make sure if you're using the above paper that you have 'matte' selected, and 'best quality' selected, these aren't usually selected by default.

So you have your sticker sheet printed! Next is the lamination part. I use a hot laminator that was gifted to me, but there is no-heat types of lamination you can peel and stick on yourself if that's not an option.

(This is for protection and makes the colors pop, but if you prefer your stickers matte, you can skip to the cutting process.)

Important for Cricut users or those planning to get a Cricut: You're going to cut the lamination page to cover the stickers while also not covering the guidelines in the corners. First, take your lamination page and lay it over the sheet, take marker/pen and mark were the edges of your stickers are, and cut off the excess:

(I save the scrap to use for smaller stickers or bonuses later on)

After you've cut out your lamination rectangle, separate the two layers and lay one down on your sticker sheet over your stickers with matte side down, shiny side up. (Save the other sheet for another sticker page)

The gloss of the lamination will prevent the machine from reading the guidelines, so be careful not to lay it over them. It also helps to cut the corners afterwards to prevent accidentally interfering with the guidelines.

Now put that bad boy in the laminator! (Or self seal if you are using non-heat adhesive lamination)

Congrats! You now have a laminated page full of stickers.

For non-cricut/folks cutting them out by hand: this is the part where you start going ham on the page with scisscors. Have fun~

Cutting machine: I put the page on a cutting mat and keep it aligned in the corner, and feed it into the machine. For laminated pages I go between 'cardstock' and 'poster board' so that it cuts all the way through without any issues, but for non-laminated pages or thinner pages, I stick for 'vinyl' and 'light card stock'. Kinda test around.

Now I smash that go button:

You have a sticker now!

The pros of making stickers at home is that you save some cost, and you have more control of your stock and how soon you can make new designs. (I can't really afford to factory produce my stickers anyway)

However, this can be a very time consuming, tedious process especially if you have to make a lot of them. There is also a LOT chance for some errors (misprints, miscuts, lamination bubbles, ect) that will leave you with B-grade or otherwise not-so-perfect or damaged stickers. (Little note, if you have page mess up in printing and can't be fed into the cricut machine, you can still laminate it and cut it out by hand too.)

I have to do a lot of sticker cutting by hand, so if you don't have a cricut don't stress too much about it. I have an entire drawer filled to the top of miscuts/misprints. I keep them because I don't want to be wasteful, so maybe one day they'll find another home. Sucks for my hand though.

But yeah! This is how I make my stickers at home! Hope this is helpful to anyone curious

#sticker making #stickers #sticker tutorial #sorry for the long post

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