The Truth Will Piss You Off

Lions in the Grass isn’t just about how professional persuaders use tactics based on evolution to access and weaponize our emotions—although this is explored in detail. It is also about what influences our decisions, choices and behavior, every single day.

Marketing insider Bill Morrison reveals why humans are so easy to control in crowds and on social media, how an object’s value has little to do with quality or price and what attracts us to brands, consumerism and candidates. It explains why a once-loved purchase becomes dysfunctional and annoying just as the new model becomes available—and how we happily buy the latest version knowing this cycle is destined to repeat.

Why does effective emotional positioning make us click “add to cart” while other marketing leaves us cold? Why do we place more emphasis on potential loss than on possible reward?

By the final page, you will have the answers to these puzzling questions and understand how easily and often professional persuaders influence our behavior while hiding their true intent—just like lions hunting in the grass. You will learn to recognize the persuader’s tactics and understand the power of emotional influence.

Most critically, you’ll know how to influence the decisions of others.

By the time you have finished the book you will understand how easily and often professional persuaders influence our behavior using emotional manipulation to hide their true intent—like Lions in the Grass.