Here’s a focused list of **communication and persuasion tips from Scott Adams**, based on *Win Bigly*, *How to Fail at Almost Everything and Still Win Big*, his blog, podcast, and years of dissecting persuasion through the lens of psychology, hypnosis, and media. Adams frames persuasion as **emotional manipulation with ethical intent**, not just logical argument. --- ### **1. Persuasion Is Emotional, Not Rational** Adams says humans are **moist robots**, driven by emotion, rationalizing later. **Tip:** Lead with feeling. *How they feel* about you matters more than *what you say*. --- ### **2. Use the High-Ground Maneuver** Reframe the argument to a **higher value** nobody wants to oppose. **Tip:** Instead of “I disagree with you,” say: > “I think we both want a solution that protects everyone’s future.” Now they look bad if they argue. --- ### **3. Use Visual Language** Pictures and visuals win. **Tip:** Replace abstract ideas with **clear mental images**. Say: > “It’s like putting a Band-Aid on a bullet wound.” Not: “It’s an insufficient solution.” --- ### **4. Use Contrast to Make Your Point Pop** He often says: “Persuasion is not about facts—it’s about *contrast*.” **Tip:** Compare something big vs. small, safe vs. risky, fast vs. slow. > “You can keep wasting hours… or you can solve it in 15 minutes.” --- ### **5. Use Repetition to Program Minds** Repetition sticks. It builds familiarity and perceived truth. **Tip:** Pick a **phrase** or **frame** and say it *again and again*. Examples: > “Fake news.” > “Build the wall.” > “Energy independence.” --- ### **6. Pick a Strong Label and Own It** Adams emphasizes **branding language** as persuasion tools. **Tip:** Create or repeat sticky labels. Examples: > “Side hustle,” “quiet quitting,” “brain fog.” Make the abstract *tangible*. --- ### **7. Use Anchoring** Start with a big number or extreme idea, then follow with your real ask. **Tip:** > “I wouldn’t ask for $10K… just $1K to test.” The contrast makes $1K feel like a deal. --- ### **8. Use the “Two-Option Trick” to Force Clarity** Adams frames debates in **binary choices** to cut through clutter. **Tip:** > “Either this method works better—or you’re sticking with failure. Which is it?” --- ### **9. Use “Because” to Bypass Resistance** Like Cialdini, Adams notes that **people accept requests more** when a reason is added. **Tip:** > “Can we speed this up *because* our client review is tonight?” Even weak reasons work. --- ### **10. Don’t Debate Facts—Debate Frames** Facts can be ignored or reinterpreted. Frames shape belief. **Tip:** Control *how* the problem is seen. Example: > “It’s not about safety—it’s about control.” or > “This isn’t about money—it’s about freedom.” --- ### **11. Match the Mood, Then Lead It** *(Pacing and Leading)* He borrows from hypnosis: meet people’s emotional state, then slowly shift it. **Tip:** If they’re angry, validate it first: > “You have every right to feel upset.” Then guide toward resolution. --- ### **12. Use Taleb’s Rule: If Emotion Is High, Logic Is Useless** Adams echoes Taleb: emotion shuts off logic. **Tip:** Never lead with stats or charts when someone’s upset. Start with story, empathy, or identity. --- ### **13. Always Leave a Path for the Other Side to “Win”** If you corner people, they’ll fight. **Tip:** Give them a graceful out. > “I totally get why you believed that. I did too until I saw this angle…” --- ### **14. Use Humor to Dismantle Resistance** Adams uses sarcasm, exaggeration, and absurdity to expose weak ideas. **Tip:** Say: > “Oh sure, let’s ignore the deadline and wait for the stars to align.” People laugh, drop their defenses. --- ### **15. Timing Beats Content** He emphasizes that when you say something often matters more than what you say. **Tip:** Don’t argue mid-crisis. Don’t pitch before they’re ready. Wait. Then strike. --- ### **16. Simplicity Persuades. Complexity Confuses.** Adams says complexity kills persuasion. Simple beats smart. **Tip:** Strip your message down to its **clearest, boldest** version. > “Do this. Win more.” > “Simple fix. Big results.” --- ### **17. Act As If You Already Believe It** Certainty persuades better than evidence. **Tip:** Talk like the result is inevitable. > “This is going to work.” > “You’ll see results fast.” --- ### **18. When You Can’t Win the Point, Win the Mood** Adams says people rarely change based on logic—but they’ll shift if they *feel* better. **Tip:** Don’t try to win the argument. Win the vibe. Make them laugh. Calm them down. Change the energy. --- ### **19. Say It Before They Do** Predicting their thoughts disarms them. **Tip:** Acknowledge doubt or objections before they raise it. > “You’re probably thinking this sounds risky. That’s fair.” --- ### **20. Use the “Wrongness Budget” Strategy** Adams says everyone can be wrong **a little**—what matters is **being wrong persuasively**. **Tip:** Accept minor flaws in your message if the **frame, tone, and outcome** are strong. People forgive small errors if they believe in the bigger picture. --- ### **21. Aim for the Illusion of Control** People resist force. They comply with **choices**. **Tip:** Offer two paths—both lead to your outcome. > “Would you like to start with a demo or a strategy call?” --- ### **22. Use “Linguistic Kill Shots” Sparingly and Strategically** Adams calls nicknames, metaphors, or labels that **instantly discredit** a point or person “kill shots.” **Tip:** Examples: > “Career bureaucrat.” > “Spreadsheet warrior.” Use labels to collapse complex identities into discredited ideas—only when needed. --- ### **23. Use Hypnotic Pacing** Start by stating obvious, agreeable facts to build trust, then introduce your idea. **Tip:** > “We all want to save time. You’re busy. I’m busy. That’s why I created this.” People nod before you even get to the pitch. --- ### **24. Create Mental Habits With Repetition + Emotion** He says repetition is like programming. Emotion makes it stick. **Tip:** Use the same phrase with emotional triggers. > “If you’re still broke next year, it’s because you didn’t do this now.” > “Freedom starts with this step.” --- ### **25. Facts Are Tools. Framing Is the Weapon.** Adams says facts don’t matter until people *care*. **Tip:** Don’t lead with “the data says…” Lead with: > “This will protect your family.” Then show the facts *as support*. --- ### **26. If You Can’t Win With Reason, Win With Rhythm** He says tone, pacing, and rhythm shape belief. **Tip:** Speak like a song. Use short sentences. Then a long one to shift. Pause. Then drop the point. --- ### **27. Don’t Try to Sound Smart. Be Memorable.** Adams says persuasion is about **stickiness**, not sophistication. **Tip:** Ditch jargon. Say: > “This makes your life easier.” Not: > “This increases operational efficiency.” --- ### **28. Create Certainty Through Confidence, Not Evidence** He often points out that people follow those who *act like they know*. **Tip:** Speak with clean, confident, **unapologetic** tone. Don’t hedge your words. Own them. --- ### **29. Don’t Fight the Narrative. Hijack It.** If someone is locked into a belief, *don’t argue*. Redirect it. **Tip:** > “You’re right—things are chaotic. Which is why we need systems like this now more than ever.” --- ### **30. Never Say “I’m Just Being Honest.”** Adams says this phrase is a **credibility killer**. **Tip:** Be honest *and persuasive*—without apologizing or disclaiming. ---