Brian Brushwood, creator of Scam School, dives into the art of deception and persuasion. He discusses how being interesting is a skill that can be practiced, rather than an innate gift. Brian reveals the power of fixed action patterns in influencing others, encouraging ethical manipulating techniques. He highlights that everyone is prone to being duped and shares how practicing magic can boost our awareness against fraud. The conversation is sprinkled with witty anecdotes and strategies that can enhance personal storytelling and social interactions.
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insights INSIGHT
Magic as Manipulation
Magic involves setting up mental walls around the audience, guiding their attention.
This artful manipulation makes it difficult to backtrack and understand the trick.
question_answer ANECDOTE
Movie Theater Scam
Brian Brushwood witnessed a scam at a movie theater involving confusing money exchanges.
This experience highlighted how deceptive tactics resemble magic tricks, sparking his interest in scams.
insights INSIGHT
Magic Show as a Con
A successful magic show is like a three-hour con, priming the audience from the moment they arrive.
Creating an atmosphere of anticipation and excitement enhances the perceived quality of the performance.
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Scam School is a book that teaches readers how to perform a variety of magic tricks and bar scams, including close-up magic, money magic, card magic, and mentalism. With hundreds of photographs, it provides detailed instructions on how to execute these tricks effectively. The book is designed to help readers become the life of the party and potentially earn free drinks.
Pre-Suasion
A Revolutionary Way to Influence and Persuade
Robert Cialdini
In this book, Robert Cialdini explains that optimal persuasion is achieved through optimal pre-suasion. He argues that the key to successful persuasion lies in the moment before the message is delivered, where the communicator must redirect the audience's focus of attention to make them receptive. Drawing from extensive research and various examples, including advertising, marketing campaigns, and historical events, Cialdini outlines techniques to prepare audiences and increase the likelihood of agreement. The book is praised for its scientific rigor and practical applicability, making it an essential tool for anyone serious about science-based business strategies.
Thinking, Fast and Slow
Daniel Kahneman
In this book, Daniel Kahneman takes readers on a tour of the mind, explaining how the two systems of thought shape our judgments and decisions. System 1 is fast, automatic, and emotional, while System 2 is slower, effortful, and logical. Kahneman discusses the impact of cognitive biases, the difficulties of predicting future happiness, and the effects of overconfidence on corporate strategies. He offers practical insights into how to guard against mental glitches and how to benefit from slow thinking in both personal and business life. The book also explores the distinction between the 'experiencing self' and the 'remembering self' and their roles in our perception of happiness.
Influence
The Psychology of Persuasion
Robert Cialdini
In this highly acclaimed book, Dr. Robert B. Cialdini explains the psychology behind why people say yes and how to apply these insights ethically. The book outlines six universal principles of influence: Reciprocation, Commitment and Consistency, Social Proof, Liking, Authority, and Scarcity. The new and expanded edition includes a seventh principle, Unity, along with new research, insights, and examples. Cialdini uses memorable stories and relatable examples to make the subject accessible and easy to understand, helping readers become more skilled persuaders and defend themselves against unethical influence attempts.
Brian Brushwood (@shwood) has spent the last 20 years entertaining and teaching people how to harness the deceptive (and self-deceptive) skills of scientists, spies, criminals, and con artists. He is the author of Scam School: Your Guide to Scoring Free Drinks, Doing Magic, and Becoming the Life of the Party. [Note: This is a previously broadcast episode from the vault that we felt deserved a fresh pass through your earholes!]
What We Discuss with Brian Brushwood:
Why being interesting isn’t a gift — it’s a practice.
How fixed action patterns help us get others to do what we want them to do. (Important note: for good — not evil!)
How to control a conversation by asking the right questions.
The best way to convince someone to help us? By making it their idea.
Why we’re all susceptible to being duped in spite of our highly developed human brains — and how practicing magic can train us to be more resistant to the fraudulent.
The Jordan Harbinger Show 
