Trump’s Landslide Tipping Point Is Breathing Down Your Neck

We’re getting close, folks. So close you can feel it. Close your eyes and feel the soft, warm breath on the back of your neck. (Now open your eyes and continue reading. You’re such a good reader.) As you watch the polls shift rapidly toward Trump, you might wonder what’s happening. What’s happening is completely […]

Purpose Trumps Policy and Principles—Video

Why did Trump beat Ted Cruz? Probably the biggest reason is that Trump talks purpose while Cruz talks policy and principles. When people hear Trump, they hear a purpose that aligns with their purpose. I know I do. And it’s similar to the purpose Arthur C. Brooks explained in his great book, The Conservative Heart. Ted […]

Being the Oddball Sucks

Could you stand by a “wrong” answer? Let’s pretend you’re in a room with 10 people about your age and background. You’ve been talking for a while, and you’ve gotten to know the others. Then the task begins. It’s straightforward. On a large TV, you see a line drawing of a face. The instructor calls […]

Caution: Identifying as ‘NeverTrump’ Changes Your Brain

When a person declares himself “NeverTrump,” he thinks he’s making a political statement. Or a moral one. But he’s not. He’s making a psychological commitment that’s very difficult and painful to break. Identity is the highest, most powerful form of persuasion. Identity also drives our decisions in parts of the brain we don’t really have […]

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