Charles Duhigg

But what you can do is you can welcome that person as a signal to everyone else who's more ambivalent, who's more in the center, that this is a place for you.

Absolutely too boring.

They made it really fun, right?

And it's important to note at Turning Point USA, if you ask to become a student leader, like to start a chapter, the first thing the organization asks you to do is to read a book about the Obama campaign.

called Groundbreakers, about how Obama organized so many volunteers and used the same playbook just on the other end of the spectrum.

It was a copy of the Dean campaign, we should say.

The Dean campaign was very heterodox.

Very, very much.

And you're exactly right.

So in a couple of places, what Turning Point would do is they...

Its local group would sponsor what's known as an affirmative action bake sale, where they would base the price of the baked good on the color of your skin.

So whites who came up had to pay more than black students who came up to buy something.

Now, what's amazing is that instead of Turning Point saying, you shouldn't do that, that's too disrespectful, Turning Point actually advertised that in its manual that it gives to students.

It uses that as an example of what students might want to do to get attention.

And the reason why it works is it's kind of fun, right?

I mean, it's terrible.

The values behind it are terrible.

terrible.

But if you're a college student walking across a campus and you see this thing that says affirmative action bake sale and you go over and you ask them what's going on and they're like, well, we don't think affirmative action makes any sense in education.

So why would we do it in a bake sale?