The assault on the United States capitol on January 6, 2021, was entirely predictable-the anger, the conspiracy theories, the tribalism, even the violence. It was the culmination of decades of traumatic social and economic change that has awakened evolutionary fear and ancient bias. Fear of ‘others, ‘ of being left behind, and of the loss of sacred traditions and norms. Primal Fear describes the evolutionary roots and contemporaneous drivers of this fear and how the determined actions of our political leaders, and the daily commitment of each of us, can diminish America’s divisiveness and create a sense of common purpose.
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For thirty-five years, Rob Smith immersed himself in survey research and data analysis to better understand American voters, consumers, and issue advocates. Along the way, he founded and led three strategic communications companies that pioneered database marketing and customer relationship management (CRM). His diversity of work with over a dozen Fortune 100 companies, congressional and presidential candidates, and issue advocacy groups led him to the surprising conclusions in this book. Smith graduated from the University of California, Berkeley, and lives with his wife, Sally, and two rescue dogs in Santa Barbara, California.
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