Charles Duhigg

Those words have never, on the other hand.

But then TPUSA made it happen.

TPUSA.

When I talked to TPUSA, like half the people I talked to were like, yeah, actually I joined because there were all these hot girls there and I didn't really know how to talk to girls and I want to talk to them.

Right?

Like TPUSA made conservatism sexy.

That's the hardest thing on the face of the planet.

And if you're a college student, nothing gets you more motivated than going to something where you might get, you might get lucky.

There's a lot not to like.

We're not talking about any of the ideology.

We're talking about learning from the tactics.

We're just talking about strategy.

So we are living through this golden age of understanding communication because of advances in neural imaging and data collection.

For the first time, we really understand what's happening inside people's brains when they communicate.

And what we've discovered is that

One of the big mistakes we make when we're having a conversation is that we think we know what that conversation is about, right?

Like I'm talking to you about politics, or I'm talking to you about where to go on vacation next week, or you're talking to your husband about where to go to dinner.

But when researchers look inside people's brains as they talk, what they find is that people are having all kinds of different conversations all at once.

And in general, these conversations, they tend to fall into one of these three buckets.

There's these practical conversations where we're making plans together, where we're solving problems together.