Cracking the Code: The Art and Science of Persuasion Both an art and science, political persuasion is as much about biology as ideology, about knowing how the brain processes information and how that influences the way people perceive messages, make decisions and form worldviews. Drawing on his background as a psychotherapist, advertising executive and national radio host, Hartman will break down the science and technology of effective communication so you can apply it to your own efforts.