{"product_id":"9780735219717","title":"Win Bigly: Persuasion in a World Where Facts Don't Matter","description":"\u003cp\u003e\u003cb\u003e\u003ci\u003eNEW YORK TIMES \u003c\/i\u003eBESTSELLER\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eFrom the creator of \u003ci\u003eDilbert\u003c\/i\u003e, an unflinching look at the strategies Donald Trump used to persuade voters to elect the most unconventional candidate in the history of the presidency, and how anyone can learn his methods for succeeding against long odds.\u003c\/b\u003e\u003cbr\u003e  \u003cbr\u003e Scott Adams—a trained hypnotist and a lifelong student of persuasion—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.\u003cbr\u003e  \u003cbr\u003e Trump 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 speech—a hand gesture here, a phrase there—and if the right buttons are pushed, we irrationally agree with the speaker and invent reasons to justify that decision after the fact.\u003cbr\u003e  \u003cbr\u003e The 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 setting—the same ones Adams saw in Steve Jobs when he invested in Apple decades ago. For instance:\u003cbr\u003e  \u003cbr\u003e ·  If 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 while accidentally persuading themselves the issue is a high priority.\u003cbr\u003e ·  Stop wasting time on elaborate presentations. Inside, you’ll learn which components of your messaging matter, and where you can wing it.\u003cbr\u003e ·  Creating \"linguistic kill shots\" with persuasion engineering (such as “Low-energy Jeb”) can be more powerful than facts and policies.\u003cbr\u003e  \u003cbr\u003e Adams 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 field—or if you just want to resist persuasion from others.\u003c\/p\u003e","brand":"Penguin Publishing Group","offers":[{"title":"Default Title","offer_id":47014549586160,"sku":"9780735219717","price":16.61,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780735219717_p0.jpg?v=1763627765","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780735219717","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}