Win by Greatness

斯科特·亚当斯 / 闾佳China Textile & Apparel Press · ChinaFeb 2022

4.0

Word count: 70K words
Chapters: 32

Summary

Adams argues that persuasion operates on three levels: commercial-grade, science-grade, and weapon-grade. Weapon-grade persuasion is especially hard, and very few masters reach it—several former U.S. presidents and Steve Jobs are at this level. Cognitive scientists represent science-grade persuasion. Commercial-grade persuasion is what we usually call influence or persuasion, and it is the level used in marketing, brand image management, crisis PR, and the like.

Editor's review

This book pulls persuasion out of the usual box of business communication techniques and places it in a larger hierarchy. Adams's three-tier framework—commercial, science, and weapon grade—helps readers see the gap between everyday marketing rhetoric, cognitive-science principles, and top persuaders. Its strength lies in a sharp perspective and realistic cases: it is not content with teaching a few clever lines but guides readers to understand the cognitive mechanisms and emotional mobilization behind persuasion. It suits people who feel that in workplace communication, brand communication, or negotiation and PR they understand the principles but get limited results, and readers interested in how cognitive science applies to expression. The style is direct, with the author's usual pragmatism and wit, so it never feels dull. Lü Jia's translation is fluent and handles key concepts clearly. As you read, compare it with your own situations: first judge which level you usually use, then think about what you need to add to move up.

Who it's for

A good fit for

Mid- and junior-level managers who want to improve workplace communication and negotiation
People in marketing, branding, or PR who want to understand the underlying logic of persuasion
Readers interested in where cognitive science meets expression techniques
Entrepreneurs and sales professionals who often need to speak publicly or influence others' decisions

Not a good fit for

Researchers expecting a systematic academic textbook or a strict review of experiments
Readers looking only for quick script templates and unwilling to think about principles
Pure literature readers uninterested in the author's witty style and business cases

Reading tips

Read the overview of the three-level framework first, then go back to the cases for each level to build a complete map.
For each persuasion case, try substituting a real situation from your work and write down what could be changed.
Read the weapon-grade section more slowly, marking arguments about emotion and identity, and compare them repeatedly with your own experience.
After finishing, summarize on one page your current persuasion level and the specific actions you will practice next.

About the publisher

China Textile & Apparel Press China · Founded in 1953

China Textile & Apparel Press is a publisher traditionally known for its strengths in textiles and apparel, while also expanding into social science, psychology, and humanities reading for general audiences. Its library of about 211 titles covers categories such as essays and miscellaneous writings, applied psychology, inspirational growth, social psychology, social culture, and social science. Representative books include classic popular works such as the illustrated edition of Guwen Guanzhi, as well as psychology and social science titles such as Antonio Damasio's When Feeling Happens and Looking for Spinoza, Kathryn Mannix's When We Must Talk About Death and Separation, The Anxious Generation, Life Is No Big Deal, and The Intelligent Structure. Its authors include Wu Chucai, Wu Diaohou, Zhou Renlai, Yan Yan, and Zhang Xi. Public information is limited; based on the titles in its library, the press emphasizes a combination of classic texts with psychology and social-issues reading, balancing its professional identity with the needs of general readers.

版权信息
前言认识说服大师，开启说服之旅
测一测你的说服力有多强？
PART 1 “武器级”说服术的两大基石
01 心理基石：确认偏误与认知失调
02 行动基石：大方向与小细节
PART 2 “武器级”说服术为什么能让人克敌制胜
03 人的感知和理性都是有限的
04 说服滤镜：现实与你感知到的可能完全不同
05 认知失调：每个人眼中的世界都是扭曲的
06 确认偏误：大脑压根儿不关心你是否了解现实
07 大规模错觉：你对世界的很多看法都是无稽之谈
08 当现实一分为二：我们生活在完全不同的现实中
09 催眠师的自我修养：人总是先做决定再找理由
PART 3 如何在竞争中利用“武器级”说服术
10 积极思考就是力量
11 技能掌握不必精通，但要全面
12 先同步，再引导
13 利用9种说服力武器
14 奠定基调：施加先发影响力
15 注意力走在事实之前
16 关键词与贴标签，设计“一击必杀语”
17 视觉想象是第一说服力
18 谨慎选择对比参照物
19 将两种想法或形象关联起来
20 设计有效的口号和标志，赢得第一印象
21 像说服大师一样评估丑闻
22 有体系，无目标：创造双赢不输之道
23 抢占制高点，摆脱细节纠缠
24 最简单、最易掌握的“武器级”说服工具包
结语我是在预测，还是在操盘
致谢

FAQ

How is this book different from ordinary persuasion and communication books?

It is not content with listing techniques. It proposes a three-tier framework—commercial, science, and weapon grade—so readers can first locate their own level and then understand what cognitive and emotional abilities are needed to move up. It suits people who want to go from being good with words to being able to influence.

Can I understand it without a psychology background?

Yes. The cognitive-science parts start from cases and everyday phenomena and do not pile on jargon. The author's writing is direct, and the translation remains readable. Slow down at key concepts and connect them with communication situations you know.

Are the methods suitable for everyday workplace communication?

Yes, but choose selectively. The commercial-grade part relates directly to workplace reports, sales, and PR; the science-grade and weapon-grade parts offer principles and inspiration rather than formulas to copy. Judge which level your situation needs, then practice selectively.

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About the author

斯科特·亚当斯 Author

Scott Adams is an author about whom relatively limited public information is available; his nationality, dates of birth and death, and original English name remain unclear. Three of his works are currently included in the collection: the ten-volume Thinking and Cognition Book Series, Winning by Being Large, and The Philosophy and Psychology of Life (a ten-volume set). His works are commonly categorized under management, applied psychology, and psychological research. Judging from these titles, his writing centers on ways of thinking, cognitive improvement, and the application of psychological principles to daily life. The content tends to be practical and readable, offering systematic approaches to help readers understand decision-making, behavior, and psychological phenomena. Because public information is limited, details of his personal background and writing career cannot be elaborated; readers may gain a sense of his interests and style mainly through the works listed above.

闾佳 Author

Lü Jia is an active Chinese translator of books, though public information about this figure is limited, with details such as nationality, dates of birth and death, and educational background not clearly documented. Judging from the 43 works included in the database, Lü Jia's translation interests are broad, spanning popular science, applied psychology, health, management, inspirational growth, and social psychology. Representative translations include The Body: A Guide for Occupants (full-color illustrated edition), Influence (newly upgraded edition), The Management Century, Don't Think of an Elephant, and The Essential Drucker. Most of these works are popular books aimed at general readers, balancing informative content with readability; the translations strive for accuracy and fluency so that Chinese readers can readily understand the original arguments. Lü Jia's translation work has to some extent promoted the dissemination of overseas popular science and management works within Chinese-language readerships.