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Here is Cydcor’s review of The Victory Lab by Sasha Issenberg.
About The Victory Lab: This is an insider’s account of how database marketing and psychology has caused political campaigns to gradually become more science than art in recent years. Issenberg introduces us to groundbreaking ideas that were the works of such iconoclasts such as Todd Rogers, Mark Grebner and Ken Strasma.
Cydcor recommends this book to future leaders because: Victory Lab takes a look at many of the key players involved in political campaigns, going back to many presidencies. We learn much about one in particular: Hal Malchow, one of the most prominent pioneers of political direct marketing in fundraising, voter contact mail, micro-targeting and Internet.
This book isn’t just for those who are into politics; it’s for any reader that loves books about what make people make the choices they do. The author does a great job of straddling the center of politics – showing no favoritism to either side, something that can be very hard authors to do these days.
Our favorite part: The Victory Lab takes everything you thought you knew about presidential elections and turns it upside-down. The argument of Sasha Issenberg is that elections have become not so much about convincing the public you have a winning argument, but rather micro-targeting the voters. Finding the low-information voters and determining exactly what they needed to hear to vote for a given candidate.
By using the science of behavioral economics, expert campaigners have found ways to determine why certain voters do or do not make it to the polls, and to adjust their message accordingly based on the voter they are trying to reach.