" The ideas that you think about the most are the ones that automatically and irrationally rise in your mental list of priorities. And Trump made us think about the wall a lot. He did that because he knew voters would see him as the strongest voice on the topic. It also sucked up media energy that might have focused on political topics he didn’t understand at the same depth as his competitors. Master Persuaders move your energy to the topics that help them, independent of facts and reason. "

― , Win Bigly: Persuasion in a World Where Facts Don't Matter