Did Donny the Dangler employ a brilliant communications strategy to win the White House? According to Roger L. Martin, a business professor at the University of Toronto, he did, and the sooner we understand how it works, the more effectively we can combat him.

What he was doing was creating with precise and relentless consistency an entirely new category in the minds of voters: the politically incorrect candidate. He has since monopolized that new category.

By creating the new category and playing his role to the max, the audience became riveted and eventually moved to support the anti-candidate. The logic Democrats tried to use that you would not hire a bus driver to fly a plane, ultimately wasn’t the kind of logic enough Americans were willing to buy. Is it because Americans are dumb-asses? It is all too easy to see it that way, but the good professor warns against it.

Clinton ran an exceedingly competent campaign, with lots of experienced managers, an abundance of planning, high levels of investment, and careful attention to best practices. However, the strategy was underwhelming. She sold customers what she desired them to want: a product that was compelling to her and her management team.

This is such an astute reading of the 2016 election. Russian hacking didn’t rob Hillary of the White House. She lost in a contest with rules that she didn’t fully understand. She kept insisting, as Democrats do, that better policies matter most. Of course, they do matter in the day-to-day reality of governing. But running for office is not governing. Running for office is a battle for attention, adoration, and ultimately long-term brand preference.

I don’t blame Hillary for not wanting to see herself as a product. No one wants to degrade their own humanity in order to win, except the demagogue who did just that to win. Lessons learned. Now what to do we do to expedite the impeachment of the ass clown in charge? What strategy do we the people employ to fight the growth of fascism in our own land? Number one, STOP listening to what he says or Tweets. When literally every word he utters is calculated to distract, it’s time to turn away from the noise of Don and the talking heads altogether. Instead, we must watch what he does, and organize our resistance there. The longer we focus on his or anyone’s personality, the less room we make for the issues.

Don can talk shit all day and he does. Who cares? The issues that I care about are on the line: civil rights, gun control, healthcare, the environment, the economy, and the constant drumbeats of both terror and war. I don’t have time to hear what he or his minions have to say on matters. They are corrupt, anti-American and blind to the needs of our modern society. It’s good to understand the other side’s wants in any conflict, but what do you do once you comprehend that their wants are outrageous and dangerous? Do you listen and try to find common ground? Or do you go out and organize the people of this nation into an informed and motivated force for freedom?

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About David Burn

Writer, strategist and brand builder.

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Advertising, Media, Politics