The Great Persuasion by Angus Burgin chronicles the economists involved in communicating the benefits of free markets during the middle part of the twentieth century. The first half of the book focuses on Friedrich Hayek's attempts during and after the Great Depression to convince the public that society should not adopt communism as a solution to the economic crisis. The second half of the book focuses on Milton Friedman's free market advocacy during the 1960s, 1970s, and 1980s. Burgin compares and contrasts Friedman's choice of communicating directly to the political sphere with Hayek's choice of communicating mostly within the academic sphere.

Burgin starts his narrative during the Great Depression and focuses on North America and Europe. The public was convinced that free markets had led them into their current state of ruin. In order to improve the situation, economists, such as John Maynard Keynes, were already directly advocating for government intervention in the marketplace. Against this backdrop, Hayek and other free market economists were outnumbered and unorganized. This was mostly because each proponent was isolated by an ocean and thousands of miles.

The London School of Economics, Chicago, and Austrian schools of thought were already defined as pro-free market before World War II. However, they were unable to benefit from each other's advice and assistance. In the book, Burgin details each university's economics department and the main free market advocates. Each economist approached the problem differently. Uniting these disparate personalities does not occur until Hayek formed the Mont Pelerin Society in 1947.

Burgin argues that the creation of this society was an important part of persuading the public to accept free markets. The Mont Pelerin Society funded members from both Europe and the United States to meet in person to align their mutual advocacy of free markets. The communication of the society allowed for a sheltered and positive discussion by like-minded individuals that fostered new ideas. At the meetings participants debated how to label themselves, what their common interests were, and how political to make their advocacy. According to Burgin, one of the most important discussions of the society was whether to attack communism or put forward a positive message about free markets.

The Mont Pelerin Society was started as a haven for free markets advocates, the public soon turned its back on communism during the fifties and sixties. In 1970 Milton Friedman assumed the presidency of the society. Friedman's challenge was convincing America that government programs were not working correctly. In order to do this, Friedman interacted with academic colleagues and also directly advised politicians and governments.

Burgin's most interesting chapters describe his painstaking investigation into meeting minutes, letters, and personal notes that allow the reader to hear discussions that took place behind closed doors. There are enjoyable antidotes from participants in the society as well as reported incidents of name calling and other snarky comments. Burgin only touches briefly on one of the more interesting discussions: the participants' debate on political freedom versus economic freedom. A more in depth look at the society's debate on the McCarthy era and civil rights movement would be illuminating.

While the first half of the book is a straight forward account of historical facts, the second half of the book picks up with a discussion on what effect the Mont Pelerin Society, Hayek, and Friedman were having on public opinion. Readers might wonder what would have happened if the Mont Pelerin Society and Hayek did not exist. In other words, was the rise of free market advocacy the reason America and Europe are capitalist instead of communist today? Burgin argues that ideas take a generation to sink in, but a stronger emphasis on the cause and effect would be welcome.

This book is ideal for any history of economic thought class as it provides important insight into free market advocates during a time in history when they were not the popular school of thought.