Adams, S: Win Bigly

Persuasion in a World Where Facts Don't Matter

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Scott Adams, the world-famous comic strip artist (Dilbert) and trained hypnotist,
recognized Donald Trump's powers of persuasion before nearly anyone else. Now
he's expanding his controversial blog posts into a fascinating book about master
persuaders like Trump, and how anyone can copy their techniques--for good or for ill.
Soon after Donald Trump declared his presidential candidacy, when most
experts dismissed him as a joke who'd be gone before Iowa Scott Adams called
Trump a master communicator in the same league as Abraham Lincoln and Steve
Jobs. As a student of the art and science of persuasion, Adams recognized
Trump's deep toolbox for persuasion. On his popular blog, Adams predicted that
Trump could go all the way. The public response was ridicule, scorn, and even
calls to boycott Dilbert. But ultimately, Adams was right and his critics were wrong.
So what did Adams see that the pundits missed? The short answer is the power of
irrationality. We humans like to think of ourselves as rational beings, but we
overwhelmingly make decisions on gut instinct, then invent reasons to justify
those decisions after the fact. Emotional persuasion works despite a leader's flaws,
missteps, and tacky behavior. It can overcome all appeals to logic and even

In his new book, Adams goes beyond politics to look at persuasion tools that can
work in any setting. He explains the secret tricks of the world's greatest
persuaders, giving readers what he calls "access to the admin passwords for
human beings." You'll learn, for instance, how to...

Create linguistic kills shots ("Low-energy Jeb"!) with unexpected vocabulary and
sticky imagery to refuel confirmation bias

Use the High Ground Maneuver--a successful tactic of Steve Jobs during
publicity flare-ups--to win almost any debate

Spot the tells for cognitive dissonance so you know when others have
abandoned reason

Written in the clever but relatable voice that his fans love, 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 used on you.
"Win Bigly taught me how to persuade my boss to treat me with slightly less contempt."

"I am deeply impressed by Scott Adams. I don't know how anyone can write so many pages without using the word 'doth.'"
-William Shakespeare

"I recommend this book to all mammals, big and small. It once turned a mole into a cheetah. I saw it with my own eyes."
-Lord Byron

"If you only read one book this year, that's one more than I did."
-Mark Twain

"Scott taught me how to create a persuasive nickname for myself."
-Alexander the Great

"If I'm being honest, Win Bigly is better than all other books and at least one play."
-Abe Lincoln

"Win Bigly helped me escape from the secret room beneath the author's shed."
-Kristina Basham

"My life improved tremendously after I finished this book. If you ever write a book, I bet you'll feel good when you're done writing it too. Hey, why is my shed door open?"
-S. Adams
Adams, Scott
Scott Adams is the creator of Dilbert, one of the most popular and widely-distributed comic strips of the past quarter century. He has been a full-time cartoonist since 1995, after 16 years as a technology worker for companies like Crocker National Bank and Pacific Bell. His many bestsellers include The Dilbert Principle and Dogbert's Top Secret Management Handbook. He lives outside of San Francisco.
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  • Introduction (Where I Prime You for the Rest)

    'm a trained hypnotist.

    And I'm going to tell you about the spookiest year of my life. It happened between June 2015 and November 2016. Okay, that's a little more than a year.

    Everything you are about to read in this book is true, as far as I know. I don't expect you to believe all of it. (Who could?) But I promise it is true, to the best of my knowledge.

    I've waited decades to deliver the message in this book. I waited because the world wasn't ready, but also because the messenger-yours truly-didn't have the skill to deliver it right. The story was too hard to tell. But it was important, and it needed to be told.

    And so I waited.

    And I learned.

    And I practiced.

    And I waited some more.

    Then it happened.

    On June 16, 2015, Donald J. Trump rode a golden elevator in Trump Tower to the lobby, where he announced his candidacy for president of the United States. Like most observers at the time, I didn't fully understand what I was seeing. It wasn't until the first Republican primary debate that I realized what was happening right before our eyes. Trump was no ordinary politician. He was no ordinary businessperson either. In fact, he wasn't ordinary in any sense of the word.

    Trump is what I call a Master Persuader. That means he has weapons-grade persuasion skills. Based on my background in that field, I recognized his talents early. And after watching him in action during the election, I have to say that Trump is the most persuasive human I have ever observed.

    President Trump carried those persuasion skills into the White House, where his supporters say he has gotten a lot done, and his critics say he hasn't. Supporters pointed to a decrease in illegal immigration, a strong stock market (at this writing), high consumer confidence, progress fighting ISIS, a solid Supreme Court nominee, and a stronger-than-expected foreign policy game. Critics saw "chaos" in the administration, slow progress on health-care reform, and maybe some kind of nefarious connections with Russia.

    President Trump's critics (and mine) asked me how I could call the president a Master Persuader when his public approval levels were in the cellar. The quick answer is that low approval didn't stop him from winning the presidency. And according to his supporters, it didn't stop him from getting things done on the job. His persuasion skills, combined with the power of the presidency, were all he needed. Keep in mind that disapproving of Trump's style and personality is a social requirement for people who long for a more civil world. Effectiveness is a separate issue from persuasive skill.

    But here's the fun part: I also believed that Trump-the Master Persuader-was going to do far more than win the presidency. I expected Trump to rip a hole in the fabric of reality so we could look through it to a deeper truth about the human experience. And he did exactly that.

    But not everyone noticed. That's why I made it the theme of this book.

    The common worldview, shared by most humans, is that there is one objective reality, and we humans can understand that reality through a rigorous application of facts and reason. This view of the world imagines that some people have already achieved a fact-based type of enlightenment that is compatible with science and logic, and they are trying to help the rest of us see the world the "right" way. As far as I can tell, most people share that interpretation of the world. The only wrinkle with that worldview is that we all think we are the enlightened ones. And we assume the people who disagree with us just need better facts, an
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Einband Taschenbuch
Seitenzahl 304
Erscheinungsdatum 16.11.2017
Sprache Englisch
ISBN 978-0-525-53332-0
Verlag Penguin LCC US
Maße (L/B/H) 22.9/15.1/2.5 cm
Gewicht 328 g
Verkaufsrang 5115
Buch (Taschenbuch, Englisch)
Buch (Taschenbuch, Englisch)
Fr. 19.90
Fr. 19.90
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