Win Bigly

书名：Win BiglyPersuasioninaWorldWhereFactsDon'tMatter
作者：ScottAdams
译者：
ISBN：9780735219717
出版社：Portfolio
出版时间：2017-10-31
格式：epub/mobi/azw3/pdf
页数：304
豆瓣评分： 8.1

书籍简介：

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.

作者简介：

Scott Adams is the creator of Dilbert, one of the most popular comic strips of all time. 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, Dogbert's Top Secret Management Handbook, and How To Fail At Almost Everything And Still Win Big. He is co-founder of WhenHub. He lives outside of San Francisco.

书友短评：

@ 微注小窗明 忽悠术背后的心理学 @ DoubleDawn 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。 @ 丸子 人心比事实重要的说服术，身份认同类比恐惧渴望讲道理。 @ Fiona The books teaches us how to persuade people by learning from Trump's campaign. Got be simple, provocative and visionary. @ 嗯. “认知失调”，对别人本意进行荒谬推论，远超当前情境的人身攻击。用理性去影响非理性，说服术的核心不是说服，而是“催眠”，就是利用对方的“非理性”，把你的影响力灌入对方的潜意识。 @ NomadGeorge 老中医的说话之道！ 不要在意说什么，让对方信任你才是关键。 @ 纸上 Trump’s rhetoric。听完此书得承认川普没看起来这么蠢，毕竟电视秀是他的专攻。不过还是不值得花时间研究这种奇淫巧技，而且作者本人怪怪的也已过气，在推上发些乱七八糟的东西。 @ 叶峙雨 以特朗普16年大选为主线串起作者在说服力领域十几年的收获，虽然许多概念其实也不新鲜，但胜在作者在写作中融入说服技巧，使书更加好读。 @ hx 挺有趣的 @ 十九个句号 几个记下的点* High Ground Maneuver* 重复* social proof* 简单* confirmation bias* we see reality with a filter* 赢得大选只需要说服百分之五的选民* 政治正确的恶霸也太好笑了

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
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