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This book has a jovial tone; there is clearly a fun relationship between the authors (Dr. Kevin Dutton, a psychologist, and Andy McNab, a clinical psychopath). They discuss how psychopathy doesn’t necessarily mean “immoral”. How one can be a “good psychopath”, and use psychopathic traits to achieve success. They break down specific ways in which humans typically act emotionally and irrationally. They go on to discuss clear practical ways in which to channel some psychopathy in order to overcome emotional roadblocks in your life. In the words of Andy, our resident psychopath: “Trust me – this book is a one-off. Nothing else even comes close.”
The author is a consultant, researcher, and professor on strategy. Most companies and governments have Bad Strategy. They assume lofty, ambitious goals are “strategy”. Good Strategy, on the other hand, addresses specific challenges. It leaves no stone unturned in the details of the situation at hand. It properly diagnoses the problem. It offers specific, actionable methods to overcome challenges. It identifies asymmetries in strength, and leverages resources, concentrating them on a competitor’s weak points. It doesn’t care about “positive thinking” and inspiring visions.
The author has been a creative director and founder of some of Britain’s top advertising firms. This book is written in a bit of a poetic prose, and contains anecdotal examples to get the author’s points across. From marketing to military decisions to business, there are always ways to define creative, fresh perspectives on life. To let go of “common sense” ways of thinking, and bring originality to your life.
The author of this book excels at giving business pitches. He has closed numerous deals worth millions of dollars. He spent years refining his technique (studying neuroscience and behavioral psychology) in order to give him every edge possible. His techniques focus on triggering the target’s ancient emotional “croc brain”, rather than engaging their rational “neocortex”. These techniques include (1) understanding which subconscious frames are being used in every interaction, and (2) triggering the appropriate responses to ensure you are the most dominant person in the room (the “alpha”).
This book discusses six main tactics used for effective persuasion: (1) Reciprocation, (2) Social Proof, (3) Commitment & Consistency, (4) Liking, (5) Authority, and (6) Scarcity. These tactics are effective because the psychological principles constructing each rule are deeply ingrained in the human psyche causing us to act in illogical ways. By understanding these principles, the reader can know how to be a more effective persuader and realize when they’re being taken advantage of.