All right, everybody, election day in the United States.

It's just a few days away.

And I'm here to officially endorse nobody because you should not be trying to get political advice from a podcaster that you like.

I'm just a guy who does business and I've made a little bit of money on the internet.

That does not make me an expert in politics.

However, today's episode is about politics, but not in the way

you might expect. I am fascinated by the marketing machine that is underneath political campaigns,

regardless of which candidate you're going for, they're spending over a billion dollars trying

to persuade people to do a thing. That's how business works too. There's a marketing machine

trying to convince people to push a button at the end of the day.

And I wanted to understand the science, the tactics, and the persuasion techniques that the different campaigns have used over the years, the best stories about what's actually going on under the hood.

And so I invited on a guy named Sasha Eisenberg. He studied this for a couple of decades now. And he wrote a book

that I thought was really good called The Victory Lab. So I invited him on to come tell us some stories

about how the marketing machines underneath political campaigns work. I think it's fascinating. Enjoy this

episode. I feel like I can rule the world. I know I could be what I want to. I put my all in it like no days off on a road.

Let's travel.

There's this thing where this whole industry that gets paid to help politicians get elected,

I think it's something like $6 billion a year goes to this group of people whose job is to be, you know, marketing machines for,

for political purposes.

And when something works, they, you know, the incentive is to go tell the world how

genius you are and how it was your tactic that was the thing that worked.

And when it doesn't work, it's like, a politician had no charisma, nothing we could do there,

...