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. In this book 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-listen 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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Customer ReviewsMost Helpful
By Simon Huggins on 09-11-17
You have to listen to this in 3D
This is one of those books that needs a second listen, because once you’ve listened to it once, you’ll start spotting the various ways the author is using those techniques on you as the listener, which brilliantly reinforces the point.
Every time I thought to myself, ‘Erm, isn’t this whole thing confirmation bias on a grand scale’, I would be pulled off track with some self deprecation followed by a continuation of the original train of thought. It all goes in a very specific direction, and it’s extraordinarily playful so that you are sure not to be with the author all the time ... until he pulls it back, and you’re right there with him again. Beautifully illustrating the very point he’s making.
I think it will sell better than the Bible.
Or at least be as respected as the Bible.
Or at least it will be a classic, ranked with books like ‘How to win friends...’
That’s my prediction anyway. And I’m very certain the truth is somewhere in that direction...
8 of 8 people found this review helpful
Customer ReviewsMost Helpful
By M. Russell on 31-10-17
NLP on steroids
Very well written and told in the droll but amusing way of the Dilbert character! If you hate Donald Trump you'll discover why he won. If you love him then you'll discover why he won. But much more importantly you'll discover that feelings come first and trump facts every time!
18 of 22 people found this review helpful
By Ryan R. Wixom on 13-02-18
I was not so persuaded
I really enjoyed a few sections of this book. The discussion about why being hyper focused on the facts doesn't help you win really resonated with me and explains a lot about disagreements I've had with my wife. The hypnotism parts were intriguing, too. Way too much of this book is a not very convincing defense of Scott's belief that Trump is a secret mastermind of persuasive skill. Maybe I hoped the parts would be funnier or more insightful, but they seemed repetitive and flat. If you you are a fan of Donald Trump, you will probably like this book much more than I did.
9 of 11 people found this review helpful