A brilliant, revelatory account of the Cold War origins of the data-mad, algorithmic twenty-first century, from the author of the acclaimed international bestseller, 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 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 the 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.

“A person can't help but feel inspired by the riveting intelligence and joyful curiosity of Jill Lepore.  Knowing that there is a mind like hers in the world is a hope-inducing thing.”

            --George Saunders

“Everything Lepore writes is distinguished by intelligence, eloquence, and fresh insight. If Then is that, and even more: It’s absolutely fascinating, excavating a piece of little-known American corporate history that reveals a huge amount about the way we live today and the companies that define the modern era.”

            --Susan Orlean

“Data science, Jill Lepore reminds us in this brilliant book, has a past, and she tells it through the engrossing story of Simulmatics, the tiny, long-forgotten company that helped invent our data-obsessed world, in which prediction is seemingly the only knowledge that matters. A captivating, deeply incisive work.”

            —Frederik Logevall, Pulitzer Prize-winning author of Embers of War: The Fall of an Empire and the Making of America’s Vietnam

“Think today’s tech giants invented data mining and market manipulation? Think again. In this page-turning, eye-opening history, Jill Lepore reveals the Cold War roots of the tech-saturated present, in a thrilling tale that moves from the campaigns of Eisenhower and Kennedy to ivied think tanks, Madison Avenue ad firms, and the hamlets of Vietnam. Told with verve, grace, and humanity, If Then is an essential, sobering story for understanding our times.”

—Margaret O’Mara, author of The Code: Silicon Valley and the Remaking of America

“It didn’t all start with Facebook. We have long been fascinated with the potential of using computing technology to predict human behavior. In another fast-paced narrative, Jill Lepore brilliantly uncovers the history of the Simulmatics Corp, which launched the volatile mix of computing, politics and personal behavior that now divides our nation, feeds on private information, and weakens the strength our democratic institutions. If you want to know where this all started, you need not look any further--read this book!”

— Julian Zelizer, author of Burning Down the House: Newt Gingrich, the Fall of a Speaker and the Rise of the New Republican Party 

Jill Lepore is the David Woods Kemper ’41 Professor of American History at Harvard University and is also a staff writer at The New Yorker. A two-time Pulitzer Prize finalist, her many books include the international bestseller, These Truths.

From the acclaimed historian and New Yorker writer comes this urgent manifesto on the dilemma of nationalism and the erosion of liberalism in the twenty-first century.

At a time of much despair over the future of liberal democracy, Jill Lepore makes a stirring case for the nation in This America, a follow-up to her much-celebrated history of the United States, These Truths.

With dangerous forms of nationalism on the rise, Lepore, a Harvard historian and New Yorker staff writer, repudiates nationalism here by explaining its long history—and the history of the idea of the nation itself—while calling for a “new Americanism”: a generous patriotism that requires an honest reckoning with America’s past.

Lepore begins her argument with a primer on the origins of nations, explaining how liberalism, the nation-state, and liberal nationalism, developed together. Illiberal nationalism, however, emerged in the United States after the Civil War—resulting in the failure of Reconstruction, the rise of Jim Crow, and the restriction of immigration. Much of American history, Lepore argues, has been a battle between these two forms of nationalism, liberal and illiberal, all the way down to the nation’s latest, bitter struggles over immigration.

Defending liberalism, as This America demonstrates, requires making the case for the nation. But American historians largely abandoned that defense in the 1960s when they stopped writing national history. By the 1980s they’d stopped studying the nation-state altogether and embraced globalism instead. “When serious historians abandon the study of the nation,” Lepore tellingly writes, “nationalism doesn’t die. Instead, it eats liberalism.” But liberalism is still in there, Lepore affirms, and This America is an attempt to pull it out. “In a world made up of nations, there is no more powerful way to fight the forces of prejudice, intolerance, and injustice than by a dedication to equality, citizenship, and equal rights, as guaranteed by a nation of laws.”

A manifesto for a better nation, and a call for a “new Americanism,” This America reclaims the nation’s future by reclaiming its past.

“A sharp, short history of nationalism.... A frank, well-written look at the dangers we face. We ignore them at our peril.” — Kirkus Reviews (starred review)

“Urgent and pithy… Readers seeking clear and relevant definitions of political concepts will appreciate this brisk yet thorough, frank, and bracing look at the ancient origins of the nation state versus the late-eighteenth-century coinage of the term ‘nationalism’ and its alignment with exclusion and prejudice.” — Booklist

“A hopeful book for all who believe that America's ideals are stronger than our demagogues.” — Michael Bloomberg