This analysis, based on Winning Big, explores the art of persuasion by examining Donald Trump's 2016 presidential campaign. The core argument posits that true influence isn't achieved through rational argument but by appealing to the subconscious or "irrational" aspects of human thought. The text highlights two key psychological mechanisms contributing to this "irrationality": cognitive dissonance, where individuals maintain beliefs despite contradictory evidence, and confirmation bias, where people seek information that affirms their existing views. Ultimately, the source contends that effective persuasion is akin to "hypnosis" or "pre-suasion," subtly manipulating emotions and perceptions before a direct appeal, which Trump masterfully