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Every tactic in the book, grouped into seven families. The first family is open below with definitions and examples. Sign up to unlock the full list of all 79, or get the Pocket Guide for the complete guide with impact.
A completely invented story, shared as if it were true.
Example The claim that “secret Jewish space lasers” caused the 2018 California wildfires.
Spreading lies en masse, on purpose, using every media tool available.
Example JD Vance admitting he pushed the false story that Haitian immigrants in Springfield were eating people’s pets.
Telling a story that directly contradicts what is known to have happened.
Example Insisting the 2017 inaugural crowd was the largest ever, despite the photographs.
Stretching the truth rather than reinventing it — a lie like any other, and a major red flag.
Example “This has never happened before in the history of our country.”
After being caught or criticized, lying that the behavior ever happened.
Example Saying “I didn’t say that” about remarks made the day before.
Making a claim about yourself that is far from the truth.
Example Insisting “I’m not angry” when you clearly are, or “I don’t care about looks or money.”
Brushing bad behavior away as insignificant, to evade accountability.
Example Reframing a damaging remark as trivial: “It was nothing.”
A conversation where nothing you say enters the other person’s thinking or is even acknowledged.
Example Repeating the same false claim endlessly, no matter the evidence.
Turning a small lie into a big, elaborate one.
Example “Pizzagate” — the claim that a child sex ring ran from a DC pizzeria, which sent a gunman through its doors.
7 tactics in this family. Sign up to unlock the full list of all 79, or get the Pocket Guide for definitions, examples, and impact.
Sign up to unlock10 tactics in this family. Sign up to unlock the full list of all 79, or get the Pocket Guide for definitions, examples, and impact.
Sign up to unlock11 tactics in this family. Sign up to unlock the full list of all 79, or get the Pocket Guide for definitions, examples, and impact.
Sign up to unlock8 tactics in this family. Sign up to unlock the full list of all 79, or get the Pocket Guide for definitions, examples, and impact.
Sign up to unlock14 tactics in this family. Sign up to unlock the full list of all 79, or get the Pocket Guide for definitions, examples, and impact.
Sign up to unlock20 tactics in this family. Sign up to unlock the full list of all 79, or get the Pocket Guide for definitions, examples, and impact.
Sign up to unlockThe complete quick guide: every tactic with a plain definition, a real example, and its impact, so you can name it the moment it happens and know exactly what it does.
Join The Roar and get the complete list of all 79 toxic tactics in your welcome email, plus the free Pocket Guide ebook from October 13.
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