We live in two realities. On one hand, half the country believes one story and the other half believes another. If this seems impossible, then Win Bigly will help explain these two realities. If you’re for or against Trump, Win Bigly will show you that your view of how things are supposed to work are all wrong.
If you haven’t followed Scott Adams, then this book will be a great introduction to seeing the world through the “Persuasion filter” of a hypnotist.
Persuasion & Required Reading
Persuasion goes all the way back to Aristotle and Plato, (much further If you want to count disinformation campaigns by historic figures) but it’s only been under scientific study for about the 50 or so years.
Maybe you’re thinking this is all bogus. Well, I would argue your not ready for Scott Adams or the subject of persuasion if you haven’t at least read these books below:
- Don’t Think of An Elephant
- The Psychology of Judgement and Decision Making
- The Invisible Gorilla
- My Voice Will Go With You
- Impossible to Ignore
- Mirroring People
Those books will get you started and the subject of persuasion will make more sense.
This is a good place to tell you where my credentials rank in the field of persuasion. I label my persuasion skills commercial grade, meaning I successfully use persuasion in my work. A few levels above me in talent and credibility are cognitive scientists who study this sort of thing for a living. If a cognitive scientist tells you I got something wrong in this book, trust the scientist, not me.
A key concept of persuasion if pacing and leading. Imagine you’re at a club talking to a girl who is energetic and laughing. In order, to match her state you would also have to be the same. It wouldn’t make sense to approach someone in a sad state when they’re energetic.
Pacing and leading can be done with body language, matching someone’s vibe, and adjusting your words to match there emotional level.
When candidate Trump answered question about policies, it was clear he didn’t have a detailed understanding of the more complicated issues. Most observers saw this as a fatal flaw that would keep him out of the White House. I didn’t see it that way. I saw it as Trump recognizing that people don’t use facts and reason to make decisions.
A skilled persuader can blatantly ignore facts and policy details so long as the persuasion is skillful. Candidate Trump matched the emotional state of his base, and matched their priorities too. His supporters trusted him to dig into the details once elected, with the help of advisers and experts. And that’s what happened.
Another concept is “framing.”
Some people view “mistakes” as “challenges.” That’s a quick example of framing. Instead of viewing your problems as mistakes you can view them as challenges to overcome. And people usually get a sense of accomplishment when they overcome something.
So framing is powerful and something we all do — either consciously or unconsciously.
Facts are weaker than fiction
Just think of the word “facts” itself. What comes to mind? I imagine a boring power point presentation. Nothing powerful or moving comes to mind. Facts by themselves need to be paired with something visual or emotional in order for it to stick.
Also adding a little bit of “wrongness” to a fact can make it more talked about.
Ask yourself who was more talked about–the person who got the facts wrong in your mind–or right in your mind?
If you read Cialdini’s Pre-suasion, then you know that what focal is causal. Getting people to talk about you is the whole point, because what’s on your mind dominates over everything else. Win Bigly covers several examples of that happened before and after the election cycle.
In order to know how much “wrongness” to add you’ll have to read up on Dr. Carmen Simon’s book, Impossible to Ignore.
A good general rule is that people are more influenced by visual persuasion, emotion, repition, and simplicity than they are by details and facts.
Overall, the book Win Bigly, gave me some new insights in addition to the books I mentioned above. If you’ve already read books on persuasion, then Scott Adams book will fill in some gaps on how the election cycle played out.
There’s tons more in the book so check it out.