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Win Bigly: Persuasion in a World Where Facts Don't Matter
Scott Adams. Portfolio, $27 (304p) ISBN 978-0-7352-1971-7
Dilbert cartoonist Adams, with his usual adroit touch and sense of humor, offers an enjoyably provocative guide to the art of persuasion. In 2016, Adams predicted that Donald Trump would win the presidency when few others considered him a serious contender. What did Adams see that experts missed? Declaring himself a “lifelong student” of the art of persuasion, Adams offers sharp insights into how Trump persuades people, keeps the spotlight on himself and the topics of his choice, and used these skills to talk his way into the White House. Using examples from Trump’s campaign, Adams outlines the tools and methods he sees as typical of master persuaders. He discusses why it’s effective to create a visual image such as the “big, beautiful wall,” which captured voters’ attention with a simple solution to a complex problem. To improve a social or business reputation, Adams writes, link to a strong “brand,” just as Trump did by borrowing his campaign slogan from Ronald Reagan’s successful 1980 campaign. In addition to a highly readable—and persuasive—guide to presenting ideas effectively, Adams has also written an insightful study of how Trump bested seasoned politicians.
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