章节目录
Preamble: The Day My Reality Split Into Two p. xi
Introduction [Where I Prime You for the Rest] p. 1
Part 1 Why Facts Are Overrated p. 13
The Most Important Perceptual Shift in History p. 15
About Facts p. 19
Persuasion Vocabulary p. 27
Part 2 How to See Reality in a More Useful Way p. 31
The Myth of the Rational Mind p. 33
How Strong is Persuasion? p. 36
The Persuasion Filter p. 38
Cognitive Dissonance p. 48
Confirmation Bias p. 60
Mass Delusions p. 62
When Reality Bifurcated p. 67
The Making of a Hypnotist p. 71
Part 3 How President Trump Does What Others Can't p. 82
The Time of Kings p. 85
President Trump's Talent Stack p. 90
Trump's Rosie O'Donnell Moment p. 94
The Persuasion Stack p. 99
Setting the Table p. 116
Go Bigly or Go Home p. 120
Is President Trump A "Natural" Persuader? p. 123
Part 4 How to Use Persuasion in Business and Politics p. 127
How to Design a Linguistic Kill Shot p. 129
How to Use Visual Persuasion p. 137
How to Make People Imagine You As President p. 143
How I Got the VP Prediction Wrong p. 148
How to Persuade By Association p. 151
How to Create Effective Campaign Slogans and Logos p. 154
Godzilla Gets in the Game (or Does He?) p. 162
How to Get Away with Bad Behavior p. 169
How a Trained Persuader Evaluates Scandals p. 174
How to Win By a Hair(cut) p. 187
How to Create Two Ways To Win, No Way To Lose p. 189
How to Use the High-Ground Maneuver p. 194
A Grab Bag of Trump's Quickest and Easiest Persuasion Tools p. 198
Part 5 Why Joining a Tribe Makes You Powerful and Blind p. 205
How I Used the Persuasion Filter to Predict p. 207
Why I Endorsed Clinton (For My Safety) Until I Didn't p. 217
The Third Act p. 235
Was I Predicting or Causing? p. 243
Election Night p. 253
Acknowledgments p. 257
Appendices p. 259
Appendix A The Persuasion Reading List p. 261
Appendix B How to be a Better Writer p. 265
Appendix C How to Find Out if You are a Simulation p. 267
Appendix D Trump's Many Mistakes p. 271
Notes p. 275
Index p. 281
内容简介
From the creator of Dilbert, an unflinching look at the strategies Donald Trump used to persuade voters to elect the most unconventional candidate in the history of the presidency, and how anyone can learn his methods for succeeding against long odds.
Scott Adams—a trained hypnotist and a lifelong student of persuasion—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 irrationally 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 while accidentally persuading themselves the issue is a high priority.
· Stop wasting time on elaborate presentations. Inside, you’ll learn which components of your messaging matter, and where you can wing it.
· Creating "linguistic kill shots" with persuasion engineering (such as “Low-energy Jeb”) can be more powerful than facts and policies.
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 persuasion from others.
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热门评论
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Sunny的评论话语都很中肯，但是用特朗普贯穿整本书，似乎有点不讨巧。
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DoubleDawn的评论忽悠学武功秘籍，关于说服技巧列了无数要点，最后作者还是满实诚的，说每个人会根据事实，选择性脑补自己想要的过程，那到底有用不呢？who cares, 毕竟我根本不想跟人打交道，只想天天宅起来。
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蛋吉吉的评论车轱辘。。。
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Fiona的评论The books teaches us how to persuade people by learning from Trump's campaign. Got be simple, provocative and visionary.
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daniel yu的评论特朗普是怎么使用说服力当选美国总统的——最高级别说服力的原理和技术。
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grimlock的评论听书
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就是一样的烟火的评论实在不喜欢作者自大的态度，他预测川普会赢的理由也不是很站得住脚，可能真的就是got lucky，但是讲persuasion，影响力和人性的部分很多都有道理。
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sophie的评论万维钢精英日课
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funny※kid╬的评论还挺有道理的.....
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齐天小圣贾斯帕的评论演讲，内容根本不重要，听奥巴马演讲，你记住了什么? 啥也没记住，但你就是觉得他讲得好，有感染力有魅力，所以我要投票给他。人都是非理性的，容易头脑发热，容易受影响受鼓动，说服别人，就是用非理性去操纵人心。我一直认为，说什么不重要，重要的是怎么说，做presentation的内容不重要，重要的是要让人印象深刻。做演讲不是学术比赛，不需要你把观点说得头头是道，而是要言简意赅的让人听懂并接受你的想法，化繁为简。话术包括，预先框式，连结，打断。特朗普看起来很愚蠢，用得高级词汇也不多，但他还是能用非常简单的词汇煽动听众的情绪，因为他的话大家都能听明白。政客的话本来就不值得信，听听就好，关键是要影响听众的决定让他们投票。怎么说比说什么更重要。这也是我的优势之一，换花样也要给人留下深刻印象
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Heather的冬天的评论这本读了20%，决定放弃。喜欢作者（的漫画），关于认知的分析也很严肃中肯，但是以川帝为线索贯穿全书，让人很不自在。果断弃。
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Cong的评论忽悠人的三个等级：1.最高级是“武器级”；2.是认知科学家。3.是“商业级”。
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晕过的评论精英日课笔记:说服力基础，人是非理性的，利用认知失调和确认偏误，说服力是武器，行业越复杂，别人越觉得你越不可信任。真正的说服是说服感情。视觉想象是第一说服力，如果让别人想象你的成功，那么他们就会帮助你成功
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人类你好的评论Audiobooks
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Nuo.V的评论人们会忘记你说过什么，忘记你做过什么，但是永远都不会忘你带给他们的感情。
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田心虫的评论特朗普的选举成功不是本书的重点，搞清楚和记住认知失调和确认偏误，你会惊喜地发现我们就是所谓的“Moist Robot”.很多基于认知科学的理论非常有趣，值得一读。
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Sra. Elisa的评论亚当·斯密的观点来自于哲学家大卫·休谟，他说的是，“一百个骗子，一百个魔鬼聚集在一起，当他们都想让自己的利益最大化的时候，一定会形成规则——群魔乱舞就会变成天使的群舞”。 看似特别不相干甚至完全对立的现象背后，大卫·休谟、亚当·斯密和达尔文都看到了一个简单统一的原则：第一性原理，也就是基本的算法。 现在，你可能能更清楚地理解，“当你被各种复杂东西所裹挟困扰的时候，你离热闹很近，离门道很远”这句话了。