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Win Bigly: Persuasion in a World Where Facts Don´t Matter

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Scott Adams, the world-famous comic strip artist (Dilbert) and trained hypnotist,recognized Donald Trump`s powers of persuasion before nearly anyone else. Nowhe`s expanding his controversial blog posts into a fascinating book about masterpersuaders like Trump, and how anyone can copy their techniques--for good or for ill.Soon after Donald Trump declared his presidential candidacy, when mostexperts dismissed him as a joke who`d be gone before Iowa Scott Adams calledTrump a master communicator in the same league as Abraham Lincoln and SteveJobs. As a student of the art and science of persuasion, Adams recognizedTrump`s deep toolbox for persuasion. On his popular blog, Adams predicted thatTrump could go all the way. The public response was ridicule, scorn, and evencalls to boycott Dilbert. But ultimately, Adams was right and his critics were wrong.So what did Adams see that the pundits missed? The short answer is the power ofirrationality. We humans like to think of ourselves as rational beings, but weoverwhelmingly make decisions on gut instinct, then invent reasons to justifythose decisions after the fact. Emotional persuasion works despite a leader`s flaws,missteps, and tacky behavior. It can overcome all appeals to logic and evenself-interest.In his new book, Adams goes beyond politics to look at persuasion tools that canwork in any setting. He explains the secret tricks of the world`s greatestpersuaders, giving readers what he calls "access to the admin passwords forhuman beings." You`ll learn, for instance, how to...Create linguistic kills shots ("Low-energy Jeb"!) with unexpected vocabulary andsticky imagery to refuel confirmation biasUse the High Ground Maneuver--a successful tactic of Steve Jobs duringpublicity flare-ups--to win almost any debateSpot the tells for cognitive dissonance so you know when others haveabandoned reasonWritten in the clever but relatable voice that his fans love, this is a mustread if you care about persuading others in any field--or if you just want to

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Cena: 399,- Kč

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