The Political Brain

At the Take Back America conference I attended a session put on by Drew Weston, author of The Political Brain. He takes a Lakoff-style look at the language and narrative, adds a psychologist/neuroscientist look at how the brain works and then turns it all into a practical look at how to use this information in politics.
Here is a book review.
From the book:

In his handling of the Swift Boat affair, what Kerry effectively told the American people was what he would do if America were attacked: he would wait an inordinate amount of time until he had gathered enough evidence to establish guilt beyond a reasonable doubt in a court of law, use polls and focus groups to see what kind of response Americans preferred, and then write our enemies a letter imploring them to stop their terrorist acts immediately.
Sometimes, the meta-message is the message.

I have ordered the book.