The technology of 'ruining' people: Jefferson Hawkins on Scientology's opening pitch - 2015-10-23
Jefferson Hawkins was once the top marketing executive for the Church of Scientology and helped it reach its greatest extent with the famous "volcano" TV ads in the 1980s. He's told his tale of getting into and out of the church with his excellent books Counterfeit Dreams and Leaving Scientology, and he's previous written a series about Scientology "ethics" for the Underground Bunker.
This is the first of what I hope to be a series of articles on Scientology's marketing, advertising and recruitment techniques. As most people know, I was a key player for many years in Scientology's marketing and advertising efforts. My hope is that by unpacking some of Scientology's recruitment techniques, I can give a peek "behind the curtain" and help lessen their effectiveness.
Scientology is essentially about manipulation, and that begins right at street level, with "finding a ruin." When I was a Scientologist, I heard some of the top Scientology disseminators routinely refer to this step as "ruining" a person. That's right, they would actually talk about "ruining" people.