The logistical impossibility of Project Mayhem's rapid expansion is resolved when you realize Tyler Durden is the ultimate franchise manager, operating on the fuel of severe, long-term insomnia. The Narrator's fugue states do not just last for a few hours; they occupy entire days and weeks of lost time, during which his Tyler persona is hyper-functional, charismatic, and entirely free from the fatigue that plagues his conscious self. Furthermore, Tyler does not build the network alone; he designs a self-replicating, viral ideology. Like a corporate franchise—the very thing the Narrator used to evaluate for car recalls—Project Mayhem relies on strict, easily repeatable protocols: "no questions," "no excuses," and complete obedience. Once the initial fight clubs are established, Tyler merely has to plant the seed, and the disenfranchised working-class men do the rest of the administrative labor. The film shows us a map of flight itineraries and a drawer full of hotel keys, proving the Narrator has been living a double life on airplanes for months. He didn't build a national network through meticulous planning; he created a cult brand that marketed itself to a demographic desperate for a master.■