The Victory Lab
Authors: Sasha Issenberg
The Sushi Economy
Copyright © 2012 by Sasha Issenberg
All rights reserved.
Published in the United States by Crown Publishers,
an imprint of the Crown Publishing Group,
a division of Random House, Inc., New York.
www.crownpublishing.com
CROWN and the Crown colophon are registered trademarks of Random House, Inc.
Library of Congress Cataloging-in-Publication Data
Issenberg, Sasha.
The victory lab: the secret science of winning campaigns/Sasha Issenberg.
p. cm.
1. Internet in political campaigns—United States. 2. Political campaigns—United States. 3. Political campaigns—Technological innovations—United States. 4. Political campaigns—United States—Psychological aspects. I. Title.
JK2281.I77 2012
324.70973—dc23
2012023774
eISBN: 978-0-307-95481-7
Jacket design by Christopher Brand
Jacket photographs: (shirt pocket) Plush Studios;
(pens and pencils) Michael Wildsmith;
(button with title) Peter Dazeley; (other buttons) Fuse
v3.1
To my parents
,
Bella Brodzki and Henry Issenberg,
for everything
BLINDED BY POLITICAL SCIENCE
A GAME OF MARGINS
THE NEW HAVEN EXPERIMENTS
THE TWO PERCENT SOLUTION
“YOU MEAN YOU DON’T DO THIS IN POLITICS?”
GEEKS VERSUS THE GURUS
WHEN SHAME PAYS A HOUSE CALL
SHOWDOWN AT THE OASIS
MODELS AND THE MATRIX
THE SOUL OF A NEW MACHINE
HOW TO WIN AN ELECTIONWITHOUT ANYONE KNOWING