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Win Bigly (Paperback)
Loot Price: R248
Discovery Miles 2 480
You Save: R62
(20%)
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Win Bigly (Paperback)
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List price R310
Loot Price R248
Discovery Miles 2 480
You Save R62 (20%)
Expected to ship within 5 - 10 working days
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"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." Adams 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. 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 decide we agree with the speaker and invent
reasons to justify that decision after the fact. The point isn't
whether Trump was right or wrong, good or bad. Win Bigly 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: - If you need to convince people
that something is important, make a claim that's directionally
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. - Stop wasting time on elaborate
presentation preparations. Inside, you'll learn which components of
your messaging matter, and where you can wing it. - Planting
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. 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 the tactics of emotional
persuasion when they're used on you.
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