Win Bigly

The New York Times bestseller that changed how we understand reality itself—expanded and updated to include the first Trump administration, January 6th, and the 2024 election Scott Adams was one of the earliest public figures to predict Donald Trump's election. The mainstream media regarded Trump as a lucky clown, but Adams—best known as "the guy who created Dilbert"—recognized a level of persuasion you only see once in a generation. We're hardwired to respond to emotion, not reason, and Trump knew exactly which emotional buttons to push. The point isn't whether Trump was right or wrong, good or bad. Adams 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. Win Bigly is a field guide for persuading others in any situation—or resisting the tactics of emotional persuasion when they're used on you. Win Bigly, now in its second edition, explains one of the most important perceptual shifts in the history of humankind.