"There is a simple fact about elections that has eluded Democrats in every presidential campaign they have lost in the last 40 years: that as a candidate, you have to focus first and foremost not on a litany of "issues" but on four stories: the story you tell about yourself, the story your opponent is telling about himself, the story your opponent is telling about you, and the story you are telling about your opponent. Candidates who offer compelling stories in all four quadrants of this "message grid" win, and those who leave any of them to chance generally lose."
In this must-read article in The Huffington Post, he spells out how Gore and Kerry failed badly by this measure. Here's his tough but compelling conclusion:
"From a neurological standpoint, positive and emotions play different functions, arise in different ways, and even have largely distinct neural circuitry. If McCain creates enough ambivalence about Obama, Obama will need to create enough ambivalence about McCain to cancel it out. No one has ever won an election by saying what a great guy he is, letting his opponent pummel away at his character, and refusing to define his opponent or derail the glorious narrative his opponent is telling about himself.
Perhaps Obama will be the first. But he should study the stump speeches and convention addresses of the only Democrats to win an election when Republicans controlled the White House since FDR: JFK in 1960, Jimmy Carter in 1976, and Bill Clinton in 1992. All three ran positive, forward-thinking campaigns, but all three ran against the incumbent and his party with a strong story that resonated with the American people. None was afraid to mince words about his opponent.
Obama needs to remember that one of the most "negative" political documents ever written was the Declaration of Independence."
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