“[The Victory Lab] traces an under-reported element of the evolution of campaign tactics over nearly a half-century in an unusually accessible and engaging manner. . . . A timely, rare, and valuable attempt to unveil the innovations revolutionizing campaign politics.” —The New Republic
“Brainy.” —New York
“A magnificently reported and wonderfully written book, full of eye-opening revelations and a colorful cast of characters whose groundbreaking strategies and tactics have injected 21st-century science into politics and changed it forever in the process. The Victory Lab is essential for anyone who wants to understand what really goes on along the campaign trail—and a delight for those who simply enjoy a terrific read.” —John Heilemann and Mark Halperin, authors of Game Change
“Sasha Issenberg cracks open the secretive realm of modern campaigns, revealing a revolution that is influencing not only who wins elections but also the fate of the nation. This is a terrific and important book.” —David Grann, author of The Lost City of Z
“Sasha Issenberg is our most acute observer of the modern political campaign. With vivid portraiture and crystal-clear prose, he takes us beyond the charge-and-counter-charge, the rallies and stump speeches, to show us the hidden persuaders. This is the politics you'll never see on the nightly news.” —Richard Ben Cramer, author of What it Takes
The book Politico calls “Moneyball for politics” shows how cutting-edge social science and analytics are reshaping the modern political campaign.
Renegade thinkers are crashing the gates of a venerable American institution, shoving aside its so-called wise men and replacing them with a radical new data-driven order. We’ve seen it in sports, and now in The Victory Lab, journalist Sasha Issenberg tells the hidden story of the analytical revolution upending the way political campaigns are run in the 21st century.
The Victory Lab follows the academics and maverick operatives rocking the war room and re-engineering a high-stakes industry previously run on little more than gut instinct and outdated assumptions. Armed with research from behavioural psychology and randomized experiments that treat voters as unwitting guinea pigs, the smartest campaigns now believe they know who you will vote for even before you do. Issenberg tracks these fascinating techniques—which include cutting edge persuasion experiments, innovative ways to mobilize voters, heavily researched electioneering methods—and shows how our most important figures, such as Barack Obama and Mitt Romney, are putting them to use with surprising skill and alacrity.
Provocative, clear-eyed and energetically reported, The Victory Lab offers iconoclastic insights into political marketing, human decision-making, and the increasing power of analytics.