Psychology matters in elections. Throughout my career I've seen how having confidence from start to finish impacts campaigns. Understanding your strengths puts the wind at your back. It emboldens candidates and allies, and energizes volunteers, donors and supporters. And it can set the stage for sweeping victories.
In 2002, the recipient of the Nobel Prize in Economics was oddly enough awarded to a classically trained psychologist. Daniel Kahneman is considered to be one of the world's most influential individuals in the field and is the founder of a unique and revolutionary new field known as Behavioral Economics.