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So for fact sake, search the economist. And the And now the good fight with Yasha Monk.

My guest today is Yasha Monk.

Instead of me interviewing somebody, today I have my good friend

Coleman Hughes interview me. I went on his podcast, Conversations of Coleman, a few days ago, to talk about my new book, The Identity Trap, a story of ideas and power in our time.

I really loved the conversation and I thought it was a great introduction to you, to my new book.

So that's what we did. One other thing we have a persuasion meeting about the identity trap as part of our annual festival. So if you want a chance to ask me questions

about the book in person, please buy the book, please read it and on October 8th at 4 p.m. Eastern time, we are going to have a group

conversation about it through the persuasion community. You can figure out more about that at persuasion dot community.

But now without further ado, you will see Coleman interviewing me and sometimes grilling me in a friendly way about

my new book The Identity Trap a Story of Ideas and Power in our time which is out this week. So if you had to Amazon or your favorite

bookseller to request a copy, or if you leave a review, if you have read and enjoyed it, it would help me tremendously. You would have my deep gratitude.

Okay, Asha Monk, thanks so much for coming back on my show.

I'm looking forward to coming.

Okay, so we're here to talk about your new book, The Identity Trap.

I never do this. I never can like... new book, The Identity Trap.

I never do this.

...