对比奇葩说大V骗钱的好好说话 诚意十足的话术课
同事重金从美国亚马逊快递的珍藏版dilbert全集 是我第一次知道Scott Adams。不久在bookazine看到推荐他的win bigly，这是天意啊。花了一个周末 8小时左右 半看半听过完了 整体来说轻松愉快有所得。全书回顾了作者在川普竞选期间的分析，主要是从persuasion角度分析几大重要节点和对大选的预测。穿插了一些事后验证和学术名词了 算是比较系统的阐述了作者对persuasion 的理解。
主要观点：
1) facts are overrated because human brains are biologically incapable of processing complicated facts or reasoning, and are hardwired to make decisions based on intuition or emotion. At the same time, most people are prone to think of the decisions as fact and logic based and often try to fit explanations to the facts in the past backwards which is easy to do.
2) how to see reality in a useful way. Two dimension play is premised on rational causations. While 3 dimension play is to factor in the power of persuasion and acknowledge that visuals, sumplicilty, and provocativeness trump facts and reasoning. And in society, especially a democractic one, persuasion plays an important role as most of the times human being (The ordinary masses) make the decision. Even in rule based decision making process, rules come from ppl. 每个人都从自己的视角看世界，世界在每个人眼里都是一部独特的电影，没有人的小电影绝对接近客观世界。有人追求让自己开心的小电影 有人追求对未来更有预测力的小电影（注意更有预测力也没办法证明是侥幸还是get了纯上帝客观视角）
3) 川普是如何利用决策的非理性赢得大选的。a. 川普是个综合选手 懂人性 深谙商业规则 有幽默感 厚脸皮 public speaking, persuasion, quick on his feet,high energy, size and appearence, a risk taker. 联想乱世英雄人物刘备朱元璋等等 b）master of words 包括给希拉里和对手的外号（fresh in politics, catchy, funny, provocative, prime the audiance for future confirmation biase），竞选口号 (Make America great agian, make是主动动词，America最大程度的拉拢了选民 high ground maneauver， great正面有力又留有广泛想象空间，again自带话题 便于广泛传播) 3) focus on the big picture, went through extra trouble to repete and strengthen associate himself with the key topics he want to focus on, even ig that meams distoration, deluberate minor errors to get the messagr viral. 例图墨西哥墙 SNL访谈 (How are you gonna make aemrica great agian, i will just make it happen) 4）what got him through the last act ? 作者没有明白说 转风向是因为Democrats turned bullies
pacing and leading
High ground maneauver
Deflect the fire with something mind boggling that you cant resist
Fear
Identity
Grafting to something that can help (Make america great again was used by reagan before)
Setting the table (Pre-suasion, make ppl think they came up with ideas
Use visual appeals (Isis and the cages)
Deflect the fire(only rosie donnel, vatican / capitalisam)
Win by haircut
Creat two ways to win and no way to lose
Strategic ambiguity
say what you want outright (Believe me, it is true)
