{"product_id":"2940172195549","title":"Win Bigly : Persuasion in a World Where Facts Don't Matter","description":"\u003cp\u003e\u003cb\u003e\"If you watched the entire election cycle and concluded that Trump was nothing but a lucky clown, you missed one of the most important perceptual shifts in the history of humankind. I'll fix that for you in this book.\"\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003eAdams was one of the earliest public figures to predict Trump's win, doing so a week after Nate Silver put Trump's odds at 2 percent in his FiveThirtyEight.com blog. The mainstream media regarded Trump as a novelty and a sideshow. But Adams recognized in Trump a level of persuasion you only see once in a generation.\u003c\/p\u003e\u003cp\u003eTrump triggered massive cognitive dissonance and confirmation bias on both the left and the right. We're hardwired to respond to emotion, not reason. We might listen to 10 percent of a speechamp;mdash;a hand gesture here, a phrase thereamp;mdash;and if the right buttons are pushed, we decide we agree with the speaker and invent reasons to justify that decision after the fact.\u003c\/p\u003e\u003cp\u003eThe point isn't whether Trump was right or wrong, good or bad. \u003ci\u003eWin Bigly\u003c\/i\u003e goes beyond politics to look at persuasion tools that can work in any settingamp;mdash;the same ones Adams saw in Steve Jobs when he invested in Apple decades ago. For instance:\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cul\u003e\u003cli\u003eIf you need to convince people that something is important, make a claim that's \u003ci\u003edirectionally\u003c\/i\u003e accurate but has a big exaggeration in it. Everyone will spend endless hours talking about how wrong it is and will remember the issue as high priority.\u003c\/li\u003e\u003c\/ul\u003e\u003cul\u003e\u003cli\u003eStop wasting time on elaborate presentation preparations. Inside, you'll learn which components of your messaging matter, and where you can wing it.\u003c\/li\u003e\u003c\/ul\u003e\u003cul\u003e\u003cli\u003ePlanting simple, sticky ideas (such as \"Crooked Hillary\") is more powerful than stating facts. Just find a phrase without previous baggage that grabs your audience at an emotional level.\u003c\/li\u003e\u003c\/ul\u003e\u003cp\u003eAdams offers nothing less than \"access to the admin passwords to human beings.\" This is a must read if you care about persuading others in any fieldamp;mdash;or if you just want to resist the tactics of emotional persuasion when they're used on you.\u003c\/p\u003e","brand":"Penguin Random House","offers":[{"title":"Default Title","offer_id":47151115075824,"sku":"2940172195549","price":20.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/2940172195549_p0.jpg?v=1763755117","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/2940172195549","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}