'The West Wing' and 'The Newsroom' shows demonstrate the irony that life is well and truly imitating art.
An idea clearly demonstrated when 8 years ago I watched with disbelief as I saw the Cookie Cutter Candidate win one of the most important jobs in the world and has now won again.
Why the 'Cookie Cutter Candidate'?
It's the term used in The West Wing to describe candidates who use simple catchphrases and rhetoric to entice votes.
In The West Wing, President Bartlet is seen as the more intellectual and qualified of the 2 candidates and so his Deputy Chief of Staff's job for the debate (Season 4 Game On Episode) was to come with the ideal 'ten word answers' because polling told them even one slogan could help tip the balance in their favour.
Here's how this unfolded during the debate.
Moderator
Governor Ritchie, many economists have stated that the tax cut, which is the centrepiece of your economic agenda, could actually harm the economy. Is now really the time to cut taxes?
Governor Robert Ritchie, R-FL
You bet it is. We need to cut taxes for one reason - the American people know how to spend their money better than the federal government does.
Moderator
Mr. President, your rebuttal.
President Josiah "Jed" Bartlet
There it is. That's the ten word answer my staff's been looking for for two weeks. There it is.
Ten-word answers can kill you in political campaigns. They're the tip of the sword.
Here's my question: What are the next ten words of your answer? Your taxes are too high? So are mine.
Give me the next ten words. HOW are we going to do it? Give me ten after that, I'll drop out of the race right now.
Every once in a while... every once in a while, there's a day with an absolute right and an absolute wrong, but those days almost always include body counts. Other than that, there aren't very many unnuanced moments in leading a country that's way too big for ten words. I'm the President of the United States, not the President of the people who agree with me.
And by the way, if the left has a problem with that, they should vote for somebody else.
And isn't this exactly what we have seen with both Trump campaigns who's less than 10 word slogan was 'Make America Great Again' – something he stole from Ronald Reagan.
Simple slogans are great because they help people remember the message, rally behind an idea or a vision and indeed become part of a movement. I'm sure we all know Nike's tagline is Just Do It and Apple's is Think Differently.
But as President Bartlet said at the debate when he heard yet another 10 word answer, 'what's the next 10 words?'
Where's the HOW to go with the simple slogan and rhetoric?
As the Bob the Builder for Small Business, I'm all for simplicity; but not at the expense of practical solutions which actually work. And as a side note, I wasn't happy to see a 'Trump will fix it' sign on the podium.
MY THOUGHTS ON THE US ELECTION
So in the aftermath of this election, there's been lots of commentary about what the 'numbers' really mean, and how the Democrats lost.
I believe, along with many commentators, the US election result was once again influenced by a few key things including:
✅ People were fed up with being told the same things, in the same way as every other candidate and politician – which meant they've had had enough of 'all talk and no action' which would actually help their families, their jobs, their businesses and their homes – especially in this cost of living crisis.
✅ Donald Trump continued to use inflammatory language throughout the campaign which spoke to disenfranchised people who simply want to hear something different than the usual political spiel, who wanted change and were willing to bet again on this person.
✅ No new ideas or innovation were presented to the people of America – just lots of soundbites from both candidates.
✅ There wasn't enough respect for the views of the everyday person and because no-one was listening to their real issues around the economy – ie the price of fuel and groceries; they then gravitated to the one voice who spoke to them and seem to understand them.
✅ Kamala Harris focused too much on what a Trump Presidency would mean instead of HOW she would change things for the better especially relating to the economy.
AND instead of telling people WHAT she would do different to the Biden Administration, she stated she wouldn't change anything.
People knew what they'd get with Trump but as their memory was that the economy was better under Trump versus the Biden administration. So regardless of how poorly he'd managed the pandemic, dubious activities, lack of respect for women etc; that's what ultimately resulted in the swing results.
✅ This was an election that was just about changing the status quo, and that can be a powerful force and driver – regardless of who is leading that campaign.
As always, there's invaluable lessons to help small business owners.
7 Insights from the US Election to Navigate Small Business Challenges
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1. Don't take your customers for granted.
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2. Don't underestimate the need and power for change amongst your customers if they don't feel heard and valued.
Because they will go to your competitors rather than remain loyal to you.
Don't underestimate the need and power for change amongst your customers if they don't feel heard and valued.
Because they will go to your competitors rather than remain loyal to you.
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3. Don't be a Cookie Cutter Business Owner – all flash but no substance.
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4. Continue to innovate rather than just offering the same products and services, in the same way, because it's easier and more profitable for you.
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5. Ask your clients what products/services and engagement strategies they actually want rather than assuming.
Too often, we provide solutions to some problem but not THE problem which is frustrating and overwhelming people eg the US Economy.
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6. Provide practical solutions rather than esoteric sound bites which over promise and under deliver.
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7. Listen to your clients when they provide feedback (and also when they don't), and don't be swayed by what you 'think' the numbers or data is telling you.
In many cases, the polls were wrong.
