The must-read expert guide on how to identify techniques to influence you and how to resist them
Laura Dodsworth is an author, journalist, photographer and commentator. She is the author of the Sunday Times bestseller A State of Fear: how the UK government weaponised fear during the Covid-19 pandemic, as well as a trilogy of books about the body.
Patrick Fagan is a behavioural scientist with 12 years’ experience of mind manipulation. Previously lead psychologist at Cambridge Analytica, he is now a part-time lecturer and runs several data consultancies. He is the author of Hooked: Why cute sells and other marketing magic we can't resist.
‘Snappily written […] made me more aware of the nudges and persuasions that were part of my everyday life’ Mail on Sunday ‘An important new book […] Laura Dodsworth and Patrick Fagan have some great ideas for how to recognise Nudge Unit tactics and how to fight back’ Telegraph ‘An informative and engaging read’ Forbes ‘A gripping […] account of how the mind can both be manipulated and resist manipulation in the context of a range of contemporary phenomena’ Literary Review ‘An essential and entertaining read [..] a treasure trove of a book’ Critical Therapy Antidote ‘A sceptic’s charter. A thorough and entertaining guide for how to keep other people’s ulterior agendas out of your head.’ Lionel Shriver ‘Free Your Mind is an instant classic, full of wisdom about what it means to try and hang onto our humanity amidst the clamour of modern life. If you like the quirkily brilliant work of Malcolm Gladwell, you’ll love this book. I’m buying it for all my friends.’ Allison Pearson ‘We must all learn to spot the difference between useful and harmful persuasion. This book is a perfect place to start.’ Rory Sutherland ‘Free speech and free minds are inextricably linked and this book will help you achieve both.’ Toby Young, General Secretary of the Free Speech Union ‘During the pandemic, governments worldwide deployed sophisticated behavioral and psychological techniques. Now that Pandora’s Box has been opened, powerful entities will undoubtedly continue to use these tools to manipulate unwary populations. The best way to be immune to these techniques is to understand when they are being deployed; if you recognize it, you can do something about it. Dodsworth and Fagan provide a compendium of manipulation in the modern world. Their book is a primer on how to survive in an age of ubiquitous propaganda – and it’s great fun to read.’ Professor Jay Bhattacharya