Pavlioni Principle

In 1908 a 13 year old boy named Jost living in Berne, Switzerland, witnessed the particularly gruesome murder-suicide of his mother and father. The father orchestrated a double defenestration from their 24th floor apartment. Their still screaming bodies landed on the sidewalk just 0.5 meters in front of their son who was returning from school. Papers of the day described the boy as literally being, “bathed in his parents’ offal”. The shock and horror of the situation so altered Jost’s mind that he spent the following years in mental institutions. It was in his 14th year of institutionalization that Jost met a protégé of Sigmund Freud, Augustus Pavlioni. Pavlioni was pioneering the study of cognitive dissonance, the penalty the mind pays for simultaneously believing two or more incompatible ideas. Pavlioni’s research suggested that the emotional penalty associated with conflicted beliefs could be entirely eliminated through a process of acknowledgement and acceptance of the irrational and desirable duality. The severe case of the institutionalized son suggested to Pavlioni an application of his research. He would create in Jost a palliative cognitive duality, then through his protocol of dissonance acknowledgement and acceptance, resolve the issue, leaving Jost with only the comfortable duality. The crisis Pavlioni needed to resolve was the moment of the parents’ death. Pavlioni’s solution was to convince Jost that it was possible his parents had not exploded into blood and tissue inches from him, but that they were in fact beings who lived on an alternate and reversed time line and that their sudden explosion was in fact their birth, now interpreted chronologically reversed as a beautiful implosion which constructed his parents from the blood and tissue in which he had been drenched. After only a week of work Jost came to accept this unusual idea as an equally plausible, though admittedly contrived, explanation of the events he witnessed. The change in Jost was remarkable, he was restored very much to his former self. Only one additional week was required for Pavlioni to then make the son entirely comfortable with the duality he now accepted. It is important to note that the son did not exclusively believe in the interpretation Pavlioni had given him, he simply also believed it, fully understanding it was a contrivance. Augustus Pavlioni proved the utility of duality introduction therapy, cognitive dissonance resolution therapy, and that neither were impeded by the patient being cognizant of the dubiousness of the manufactured alternative reality presented.

Jost went on to create the most successful textile manufacturing company of his day, and gained quite a bit of fame for the unusual but effective work environment he created at his factories. He took the lessons he learned from Augustus Pavlioni and applied them with his workers by creating for them motivational dualities.

The Pavlioni Principle has been in use ever since by corporations, organizations, and militaries to create positive, stable, motivated, and productive members.


We take certain playful liberties with the foundational and cultural history of our company. But on technical matters, we tell no tales.