What the corporations realized they had to do was transform the way the majority of Americans thought about products. One leading Wall Street banker, Paul Mazer of Lehman Brothers, was clear about what was necessary. We must shift America, he wrote, from a needs to a desires culture. People must be trained to desire, to want new things even before the old had been entirely consumed. We must shape a new mentality in America. Man’s desires must overshadow his needs.