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The Victory Lab by Sasha Issenberg - Excerpt

The Victory Lab by Sasha Issenberg - Excerpt

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The book Politico calls “Moneyball for politics” shows how cutting-edge social science and analytics are reshaping the modern political campaign.

Renegade thinkers are crashing the gates of a venerable American institution, shoving aside its so-called wise men and replacing them with a radical new data-driven order. We’ve seen it in sports, and now in The Victory Lab, journalist Sasha Issenberg tells the hidden story of the analytical revolution upending the way political campaigns are run in the 21st century.

The Victory Lab follows the academics and maverick operatives rocking the war room and re-engineering a high-stakes industry previously run on little more than gut instinct and outdated assumptions. Armed with research from behavioural psychology and randomized experiments that treat voters as unwitting guinea pigs, the smartest campaigns now believe they know who you will vote for even before you do. Issenberg tracks these fascinating techniques—which include cutting edge persuasion experiments, innovative ways to mobilize voters, heavily researched electioneering methods—and shows how our most important figures, such as Barack Obama and Mitt Romney, are putting them to use with surprising skill and alacrity.

Provocative, clear-eyed and energetically reported, The Victory Lab offers iconoclastic insights into political marketing, human decision-making, and the increasing power of analytics.

To read more about The Victory Lab or Sasha Issenberg please visit Crown Publishing at www.crownpublishing.com.
The book Politico calls “Moneyball for politics” shows how cutting-edge social science and analytics are reshaping the modern political campaign.

Renegade thinkers are crashing the gates of a venerable American institution, shoving aside its so-called wise men and replacing them with a radical new data-driven order. We’ve seen it in sports, and now in The Victory Lab, journalist Sasha Issenberg tells the hidden story of the analytical revolution upending the way political campaigns are run in the 21st century.

The Victory Lab follows the academics and maverick operatives rocking the war room and re-engineering a high-stakes industry previously run on little more than gut instinct and outdated assumptions. Armed with research from behavioural psychology and randomized experiments that treat voters as unwitting guinea pigs, the smartest campaigns now believe they know who you will vote for even before you do. Issenberg tracks these fascinating techniques—which include cutting edge persuasion experiments, innovative ways to mobilize voters, heavily researched electioneering methods—and shows how our most important figures, such as Barack Obama and Mitt Romney, are putting them to use with surprising skill and alacrity.

Provocative, clear-eyed and energetically reported, The Victory Lab offers iconoclastic insights into political marketing, human decision-making, and the increasing power of analytics.

To read more about The Victory Lab or Sasha Issenberg please visit Crown Publishing at www.crownpublishing.com.

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Published by: Crown Publishing Group on Aug 27, 2012
Copyright:Traditional Copyright: All rights reserved

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Copyright © 2012, 2013 by Sasha IssenbergAll rights reserved.Published in the United States by Broadway Books,an imprint of the Crown Publishing Group,a division of Random House LLC, New York,a Penguin Random House Company. www.crownpublishing.com BROADWAY BOOKS and its logo, B \ D \ W \ Y,are trademarks of Random House LLC.Originally published in hardcover in slightly different form in theUnited States by Crown Publishers, an imprint of the Crown Publishing Group,a division of Random House LLC, New York, in 2012.Library of Congress Cataloging-in-Publication DataIssenberg, Sasha.The victory lab: the secret science of winning campaigns/Sasha Issenberg.p. cm.1. Internet in political campaigns—United States. 2. Political campaigns— United States. 3. Political campaigns—Technological innovations— United States. 4. Political campaigns—United States—Psychologicalaspects. I. Title.JK2281.I77 2012324.70973—dc23 2012023774ISBN 978-0-307-95480-0eISBN 978-0-307-95481-7 PRINTED IN THE UNITED STATES OF AMERICA
Book design by Jaclyn Reyes Cover design by Christopher Brand and James Bamford Cover photograph: selimaksan Author photograph: David Fields 
10 9 8 7 6 5 4 3 2 1First Paperback Edition

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