"Indispensable. Issenberg has a firm grounding in the political universe. [He] paints his insurgents in heroic terms, putting the spotlight on campaign warriors few of us have ever heard of. [ The Victory Lab is] a magical mystery tour of contemporary campaigns. By the end, a lot of the mystery will become clear, and you'll know a whole lot more about what's behind those calls and letters jamming your phone lines and mailboxes." -Jeff Greenfield, The Washington Post "[ The Victory Lab ] traces an under-reported element of the evolution of campaign tactics over nearly a half-century in an unusually accessible and engaging manner. A timely, rare, and valuable attempt to unveil the innovations revolutionizing campaign politics." - The New Republic "Brainy.

" - New York "A magnificently reported and wonderfully written book, full of eye-opening revelations and a colorful cast of characters whose groundbreaking strategies and tactics have injected 21st-century science into politics and changed it forever in the process. The Victory Lab is essential for anyone who wants to understand what really goes on along the campaign trail-and a delight for those who simply enjoy a terrific read." -John Heilemann and Mark Halperin, authors of Game Change "Sasha Issenberg cracks open the secretive realm of modern campaigns, revealing a revolution that is influencing not only who wins elections but also the fate of the nation.  This is a terrific and important book." -David Grann, author of The Lost City of Z "Sasha Issenberg is our most acute observer of the modern political campaign. With vivid portraiture and crystal-clear prose, he takes us beyond the charge-and-counter-charge, the rallies and stump speeches, to show us the hidden persuaders. This is the politics you'll never see on the nightly news." -Richard Ben Cramer, author of What it Takes From the Hardcover edition.