WSB Information

Most political messaging still assumes voters weigh the facts and then decide. The research says the deciding mostly happens first, below conscious thought, and the facts get recruited afterwards to justify it. That goes for Democrats as much as anyone. WSB, LLC is Bill Ballas's practice in neuropolitics, political psychology, neuromarketing and strategic communications, founded in 2008 in Palm Desert, California. Bill is the author of "The Architect: Authoritarianism, the Political Mind, and a Blueprint for a Better Democracy" (2026), which draws on close to 250 citations from political science, psychology, genetics and neuroscience. One hundred percent of the book's proceeds go to the Riverside County Democratic Party. At the University of Virginia Health Sciences Center, Bill worked alongside the neurosurgeons and neuroscientists of its Neurological Institute, where he first met these biases. In 1995 he opened his own ad agency and PR firm. WSB's clients have included AARP, Hewlett-Packard/Keysight Technologies and Guide Dogs of the Desert, and Bill has taught marketing and strategic communications at UC Riverside since 2016. Most work starts with a talk or a workshop. Bill speaks to Democratic clubs, party organizations, advocacy groups, book groups and classes about what the research shows and what it means for the people in the room. WSB also offers customized instruction and consulting built on the same research. A party that believes only the other side can be fooled writes messages only its own side can hear. The Architect's final section looks at how other democracies have used this science to push back against extremism, and what the United States could borrow. To book a talk or workshop, get in touch through wsballas.com. "The Architect" is on Amazon in hardcover, paperback and Kindle. Neuropolitics · Political Psychology · Neuromarketing · Strategic Communications · Authoritarianism · Democracy · Disinformation · Palm Desert, California