Brutalismo político: Arquitectura del poder y psicología de la influencia en el siglo XXI

In a world saturated with polished rhetoric, empty narratives, and political marketing, some leaders break the rules of the game and achieve something baffling: they win when no one expects it and hold on when they're written off. What do figures as diverse as Donald Trump, Pedro Sánchez, Javier Milei, José Mujica, and Andrés López Obrador have in common? Inspired by Brutalist architecture, this book reveals a way of doing politics based on five pillars: authenticity, pragmatism, resilience, simplicity, and connection with the community. But it doesn't stop at the metaphor. Throughout its pages, you'll discover how psychopolitical techniques work, how to segment the electorate, how to capture the attention of an audience saturated with stimuli, and how to plant ideas in voters' minds without imposing them. Real-life examples, surprising stories, and practical tools to show that persuasion is about sowing ideas. An uncomfortable, provocative, and deeply practical book for those who want to understand--or conquer--political power in the 21st century.