{"id":40403,"date":"2021-06-26T08:55:00","date_gmt":"2021-06-26T12:55:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=40403"},"modified":"2021-07-01T14:21:43","modified_gmt":"2021-07-01T18:21:43","slug":"scott-adams-win-bigly","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/scott-adams-win-bigly\/","title":{"rendered":"Win Bigly by Scott Adams: Book Overview"},"content":{"rendered":"\n<p>What is Scott Adams&#8217; <em>Win Bigly <\/em>about? What <a href=\"https:\/\/www.shortform.com\/blog\/persuasion-methods\/\">persuasion methods<\/a> does he discuss in the book?<\/p>\n\n\n\n<p><em>Win Bigly<\/em> by Scott Adams is an \u201coffensive\u201d book\u2014it shows you how to leverage people\u2019s biases and irrationality to persuade on your point of view. To this end, the author teaches the persuasion methods that politicians use in their campaigns and how you can apply them to be persuasive yourself.<\/p>\n\n\n\n<p>Here is a brief overview of Scott Adams&#8217;s 2017 book <em>Win Bigly: Persuasion in a World Where Facts Don&#8217;t Matter<\/em>.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\"><em>Win Bigly: Persuasion in a World Where Facts Don&#8217;t Matter<\/em><\/h2>\n\n\n\n<p>During the 2016 US Presidential elections, at a time when pundits had Trump at 2% likelihood of winning, Dilbert creator Scott Adams predicted that Donald Trump would win &#8212; primarily because of his persuasive power. According to Adams, what looked to outsiders like blunders or mere accidents &#8211; his <a href=\"https:\/\/www.youtube.com\/watch?v=s9lcr-wsYOk#t=0m11s\">\u201cRosie O\u2019Donnell\u201d debate response<\/a>, nicknames like \u201cCrooked Hillary,\u201d the repetition of building \u201cthe wall\u201d &#8211; were instead examples of a Master Persuader channeling a nation\u2019s energy to help his candidacy.<\/p>\n\n\n\n<p>If you\u2019ve read books like Cialdini\u2019s <em>Influence<\/em> and Kahneman\u2019s <em>Thinking Fast and Slow<\/em>, you\u2019re already aware of the biases that block you from rationality. These are more \u201cdefensive\u201d books &#8211; you learn how to improve your <em>internal <\/em>thinking to become more objective.<\/p>\n\n\n\n<p>Regardless of your politics, you probably want to get better at persuading people to see your point of view. Below is a brief overview of the key themes discussed in Scott Adams&#8217; <em>Win Bigly<\/em>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>People are Irrational and Emotional<\/strong><\/h3>\n\n\n\n<p>You think of yourself as rational, making decisions with facts and logic. Instead, people are governed by emotion and heuristic thinking much more than they think.&nbsp;<\/p>\n\n\n\n<p>Consider instead that humans are 90% irrational and emotion. They <a href=\"https:\/\/www.shortform.com\/blog\/be-decisive\/\">make a decision<\/a> first by gut, then rationalize it afterward.<\/p>\n\n\n\n<p>The only exceptions are when decisions have no emotional content, like buying an identical product for less money.<\/p>\n\n\n\n<p>Think of humans as \u201cmoist robots,\u201d a programmable entity that produces the right output when given the right inputs.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Master Persuaders<\/strong><\/h3>\n\n\n\n<p>Master persuaders are people who have incredible persuasion skills and form \u201creality distortion fields.\u201d Examples include Steve Jobs and Donald Trump.<\/p>\n\n\n\n<p>Master persuaders often have a persuasion \u201ctalent stack,\u201d or a collection of persuasion-related skills that work well together. The more you can combine, the more persuasive you will be.<\/p>\n\n\n\n<p>According to Scott Adams, Trump\u2019s talent stack made him very persuasive even when he wasn\u2019t notably brilliant in any one field. Trump had the combination of (Publicity | Reputation | Strategy | Negotiating | Persuasion | Public speaking | Sense of humor | Quick on his feet | Thick skinned | High-energy | Size and appearance | Intelligence).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Persuasion Principles<\/strong><\/h3>\n\n\n\n<p>This is Scott Adams\u2019s ordering of <a href=\"https:\/\/www.shortform.com\/blog\/methods-of-persuasion\/\">methods of persuasion<\/a>, from least to most effective:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Word-thinking\/semantics<\/li><li>Pointing out hypocrisy<\/li><li>Reason\/facts<\/li><li>Analogy<\/li><li>Habit<\/li><li>Appealing to aspirations<\/li><li>Identity<\/li><li>Appealing to fears<\/li><\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Set the Expectation of Being Persuaded<\/strong><\/h4>\n\n\n\n<p>People are more easily persuaded if they expect to be persuaded.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Doctors post their degrees on their walls. Salespeople drive fancy cars to show they\u2019re good at their jobs.<\/li><li>Trump wrote Art of the Deal and convinced the world he was a great negotiator. Now every person going in had subconscious <em>permission<\/em> to do worse against Trump as a persuader. Brilliantly, the book is not just about persuasion &#8211; it <em>is <\/em>persuasion.<\/li><\/ul>\n\n\n\n<p><strong>Brand yourself as a winner. If people expect you to win, they will be biased toward making it happen<\/strong>.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Display Confidence and Energy<\/strong><\/h4>\n\n\n\n<p>Display confidence to improve your persuasiveness. You have to believe yourself to get anyone else to believe. Energy is contagious.<\/p>\n\n\n\n<p><strong>People perceive high energy as competence and leadership.<\/strong><\/p>\n\n\n\n<p>Confidence works in signaling status and quality. People with status have the freedom to act however they like, including like assholes. People without status need to grovel and be excessively nice to get what they want.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Communicate Simply<\/strong><\/h4>\n\n\n\n<p>Simple is catchier. It\u2019s easier to understand and remember.<\/p>\n\n\n\n<p>Get rid of extra words. Don\u2019t write \u201che was very happy\u201d when you can write \u201che was happy.\u201d Prune your sentences.<\/p>\n\n\n\n<p>Write short sentences. Avoid putting multiple thoughts in one sentence. Readers are lazier and less thoughtful than you think.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Visual Imagery<\/strong><\/h4>\n\n\n\n<p>Images stick more stably in people\u2019s minds, making them more readily available and thus thought about more.<\/p>\n\n\n\n<p>Use simple imagery.<\/p>\n\n\n\n<p>Leave it vague enough to let people fill in their own blanks.<\/p>\n\n\n\n<p>Example: Trump\u2019s \u201cbig, beautiful wall.\u201d If you\u2019re like most people, you pictured a large concrete wall 15 feet high.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Obviously, this would be impractical &#8211; a metal fence or digital sensors would be better &#8211; but the imagery was powerful. \u201cThe wall\u201d was obviously more persuasive and catchy than \u201cborder control using a variety of security technologies.\u201d<\/li><li>He didn\u2019t provide his own renderings or descriptions of the wall. Het let people imagine it, which made them more attracted to their own conception of the idea.<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Persuasion Strategies and Tactics<\/strong><\/h3>\n\n\n\n<p><strong>Linguistic kill shot:<\/strong> a unique (non-trite), visual, meaningful catchphrase. \u201cCrooked Hillary,\u201d \u201cLyin\u2019 Ted,\u201d \u201cLittle Rubio.\u201d Trump was called \u201cdark.\u201d&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/www.shortform.com\/blog\/confirmation-bias-definition-2\/\">Confirmation bias<\/a> secures these nicknames.<\/li><\/ul>\n\n\n\n<p><strong>High-ground maneuver:<\/strong> instead of engaging with a complaint specific to you, neutralize it by relating it to a universal problem everyone can relate to.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>In response to Antennagate, Steve Jobs said, \u201cWe\u2019re not perfect. Phones aren\u2019t perfect. We want to make all our users happy.\u201d<\/li><\/ul>\n\n\n\n<p><strong>Visual persuasion:<\/strong> Images are far more effective than abstract words.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Trump\u2019s border wall along Mexico.&nbsp;<\/li><li>Trump on SNL with a skit in the oval office. It became easier to picture him as President.<\/li><\/ul>\n\n\n\n<p><strong>Pacing and leading:<\/strong> Follow the pace of your listener &#8211; speaking tone, content, beliefs. Then once you feel they\u2019re following you, bring them to your conclusion.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Trump matched the complexity of speech of his voters &#8211; simple words, simple sentences. This made him easier to relate to.<\/li><\/ul>\n\n\n\n<p><strong>Anchoring to hyperbole, then backing off:<\/strong> Propose an outrageous solution. Then as people argue about it, dial it back to show an earnest concession.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Trump proposed deporting millions of undocumented immigrants. This was clearly an impractical idea that branded Trump as the candidate who cared the most about our borders. He then walked it back to focusing on criminals.<\/li><\/ul>\n\n\n\n<p><strong>Highlight the contrasts:<\/strong> Always present your solution in the context of worse alternatives. You will look more thorough\/objective, and your option will look better.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>When trying to impress people, participate in activities at which you excel compared to others. People will form an impression of you as generally talented, even if you are otherwise equal to others.<\/li><li>Compare someone\u2019s <a href=\"https:\/\/www.shortform.com\/blog\/small-problems\/\">small issue<\/a> with a big problem. This will re-frame their small worries.<\/li><\/ul>\n\n\n\n<p>If these sound interesting, look in the full summary for many more tactics we don\u2019t have space to cover here.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Example of Trump\u2019s Persuasion<\/strong><\/h3>\n\n\n\n<p>In a debate, Megyn Kelly asked, \u201cYou\u2019ve called women you don\u2019t like \u2018fat pigs,\u2019 \u2018dogs,\u2019 \u2018slobs,\u2019 and \u2018disgusting animals\u2019&#8230;\u201d Trump interrupted, \u201cOnly Rosie O\u2019Donnell.\u201d The crowd laughed and applauded. When Kelly finished the question, Trump continued with an answer about the problem of political correctness.<\/p>\n\n\n\n<p>Here are the persuasive tactics Trump used, in just 3 words:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Visual image &#8211; Rosie O\u2019Donnell was a recognizable image, especially for people who disliked her.<\/li><li>Pacing and leading &#8211; he knew his base detested O\u2019Donnell for her outspoken liberal views, so the image was triggering<\/li><li>High-ground maneuver &#8211; instead of apologizing for his remarks, he took to the high ground on the destructiveness of political correctness. This neutralized the question so that his seemingly insulting comments no longer mattered.<\/li><li>Get people talking &#8211; the quip was so novel and interesting to ignore, the attention focused on him other than his 16 competitors.<\/li><\/ul>\n\n\n\n<p>Scott Adams considers this response a masterful move. Trump \u201cconverted Kelly\u2019s attack into pure energy\u201d and harnessed that energy for his own purposes.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is Scott Adams&#8217; Win Bigly about? What persuasion methods does he discuss in the book? Win Bigly by Scott Adams is an \u201coffensive\u201d book\u2014it shows you how to leverage people\u2019s biases and irrationality to persuade on your point of view. To this end, the author teaches the persuasion methods that politicians use in their campaigns and how you can apply them to be persuasive yourself. Here is a brief overview of Scott Adams&#8217;s 2017 book Win Bigly: Persuasion in a World Where Facts Don&#8217;t Matter.<\/p>\n","protected":false},"author":7,"featured_media":30062,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[40,34,9],"tags":[401],"class_list":["post-40403","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-books","category-communication","category-psychology","tag-win-bigly","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Win Bigly by Scott Adams: Book Overview - Shortform Books<\/title>\n<meta name=\"description\" content=\"In his 2017 book Win Bigly, Scott Adams shows you how to leverage people\u2019s biases to change their point of view. Here&#039;s a brief overview.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shortform.com\/blog\/scott-adams-win-bigly\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Win Bigly by Scott Adams: Book Overview\" \/>\n<meta property=\"og:description\" content=\"In his 2017 book Win Bigly, Scott Adams shows you how to leverage people\u2019s biases to change their point of view. Here&#039;s a brief overview.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/scott-adams-win-bigly\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2021-06-26T12:55:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-07-01T18:21:43+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2021\/03\/girl-reading-diary-book.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Darya Sinusoid\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Darya Sinusoid\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/scott-adams-win-bigly\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/scott-adams-win-bigly\/\"},\"author\":{\"name\":\"Darya Sinusoid\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/0421cce75bc249b11e2517b3a91f9c46\"},\"headline\":\"Win Bigly by Scott Adams: Book Overview\",\"datePublished\":\"2021-06-26T12:55:00+00:00\",\"dateModified\":\"2021-07-01T18:21:43+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/scott-adams-win-bigly\/\"},\"wordCount\":1323,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/scott-adams-win-bigly\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/03\/girl-reading-diary-book.jpg\",\"keywords\":[\"Win Bigly\"],\"articleSection\":[\"Books\",\"Communication\",\"Psychology\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/scott-adams-win-bigly\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/scott-adams-win-bigly\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/scott-adams-win-bigly\/\",\"name\":\"Win Bigly by Scott Adams: Book Overview - Shortform Books\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/scott-adams-win-bigly\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/scott-adams-win-bigly\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/03\/girl-reading-diary-book.jpg\",\"datePublished\":\"2021-06-26T12:55:00+00:00\",\"dateModified\":\"2021-07-01T18:21:43+00:00\",\"description\":\"In his 2017 book Win Bigly, Scott Adams shows you how to leverage people\u2019s biases to change their point of view. 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