" In my view of the world, the few individuals I call Master Persuaders are a level above cognitive scientists in persuasion power and possess what I call weapons-grade persuasion skills. The qualities that distinguish weapons-grade persuasion from the academic or commercial types are the level of risk taking and the personality that goes with it. Trump the candidate had an appetite for risk, a deep understanding of persuasion, and a personality that the media couldn’t ignore. He brought the full package. "

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