political commentators without business experience at a disadvantage interpreting Trump
encourages readers to remain skeptical of his book
Trump’s hyperbole “weapons-grade persuasion”: large opening offer
Trump matches emotional state and priorities of supporters
Not factually true but emotionally and directionally true
campaign policies are “more persuasion than policy”
“When Trump’s critics accused him of laziness, ignorance, and cruel intentions, I saw a skilled persuader who knew what mattered and what didn’t.”
similar talent stack: hypnotist, New Yorker, rich, doesn’t feel shame: “I don’t feel shame or embarrassment like normal people. I wasn’t always this way. It’s a learned skill.”
“intentional wrongness” directionally accurate (the Wall)
errors suck up attention and energy
Persuasion tip 4: “The things that you think about the most will irrationally rise in importance in your mind.”
“A good general rule is that people are more influenced by visual persuasion, emotion, repetition, and simplicity than they are by details and facts.”
Persuasion tip 8: “People are more influenced by the direction of things than the current state of things.”
Trump actually thick-skinned having endured a lifetime of it
Trump’s counterattacking is good persuasion: “It tells people that being his friend is better than being his critic.”
Response to poor action or words: “Is that the person you want to be?” Higher-Ground Maneuver
Trump’s slogans, branding, nicknames were sticky, simple, and unusual for politics
“Fairness is an argument for idiots and children.” [wtf?]