July 17, 2018
Win Bigly: Persuasion In A World Where Facts Don't Matter
Author: Scott Adams, 2017
Politics, Psychology, Non-Fiction
If I were to recommend one book to someone who hates Trump, or thinks he’s an idiot, this would be it.
Scott Adams describes himself as an Ultra Liberal, meaning liberals are typically too conservative for him. He has some weird opinions, like that men should sideline themselves on the abortion debate, and we should consider paying reparations to black Americans via a tax on the top 1%. That should be enough for many liberals to entertain the idea of reading this book. But it’s important to note that Adams is a trained hypnotist, and a “lifelong student of persuasion.”
He’s also the author of the Dilbert comics. However, he authored this specific book because he was one of the first people to predict a Trump win in 2016, when everyone else thought it was insanity. This book is the election through his eyes. The question raised in ‘Win Bigly’ really is, if you open yourself to the idea that things may not be as they seem, or as the media portrays them, is it possible that Trump isn’t as dumb as you might think he is? (Even if you don’t like him.)
Everybody jokes about “7D chess,” but to what extent is that a reality? Trump literally wrote the book on negotiation, and people are still surprised when he acts it out. Throwing out an extreme and working back to the “middle” still has liberals AND conservatives terrified at the first offer. They can’t get past what it looks like on the surface, and that’s understandable. As Adams says, how could you recognize a business negotiation tactic if you’ve never studied business negotiation? It’s not 7D chess if it’s extremely simple. It’s just not what it appears to be at first glance. This book provides concrete examples and an explanation of how “7D chess” was being played during the 2016 election, and it isn’t complicated. It’s just persuasion-- and Trump is a Master Persuader.
‘Win Bigly’ not only shows Trump in a different light and through different lenses, but it’s also something of a self-help book. Adams’ persuasion tips are something that everyone can leverage. You don’t have to like Trump to read this and get something out of it. You can see what Trump got right, and where Hillary went wrong, from someone who predicted the outcome early. Or just convince your boss to give you a raise.
Here’s an example of one of the persuasion tips he offers. When you associate two ideas or images, people’s emotional reaction to them will begin to merge over time. Adams shows this with the examples of Trump aligning his brand with Reagan, and Carly Fiorina accidentally aligning hers with a dead baby. Visual persuasion is everything. Considering how the direction of Trump moving from “Hitler” to “incompetent baby” to “competent, but I don’t like it” is playing out, it doesn’t seem like an accident.
Whatever your opinion is of him, Trump is something different in politics. Scott Adams can help you understand why. Or maybe he just has me hypnotized.