In This Chapter
• Understanding the scientific foundation for persuasion
• Thinking carefully with chance, comparison, control, and counting
• Using the windowpane to see changes
• Applying scientific principles to your own efforts
• Assessing persuasion claims
The only thing worse than failure is misunderstood success. When you fail, at least you know you’ve got a problem. When you succeed but misunderstand why, you have a false sense of security. If you think you’ve got the Hot Move, the New Thing, or the Special Sauce, there’s a strong human tendency to believe you’re the smartest guy in the room. (And in case you’ve forgotten how easy it is to manipulate attributions such as this, please go back to Chapter 9.) People want ...