Our guest author today is Michael Maccoby, an expert in leadership. His most recent books are The Leaders We Need, And What Makes Us Follow and Strategic Intelligence. He is a member of the boards of the National Coalition on Health Care and the Albert Shanker Institute.
It can be argued that President Donald Trump’s marketing skills accounted for a large part of his electoral success. He fashioned an ideology embracing right-wing values and a vision that connected with his supporters’ anger, fear, resentment and hope. In contrast to Trump’s message, which was weak on facts and policies but strong on emotional appeal, Hillary Clinton’s was strong on facts and policies, but weak on vision and emotional appeal. Although she ended up with the larger popular vote, Clinton failed to connect with key voters in the Midwestern states that gave Trump his electoral college victory.
Recent polls report 31 percent of voters identify themselves as Democrats, 24 percent as Republicans, and 42 percent as Independents. By appealing to Independents as well as Democratic voters in this year’s congressional election, Democrats might be able to take a large step toward bringing this country closer together. Given the recent negative messages of the Republican Party, Independents could be especially likely to vote for Democrats who offer an inspiring vision and compelling ideology based on the best of American values and who present their policies in a framework of progressive adaptation to a changing world, emphasizing human values as well as economic growth.