Winning Elections

Andrew Sullivan wrote a great post today about how gay people in California really feel about Proposition 8. And it got me to thinking - why did it pass? For that matter, why do most "righteous" cause-based efforts not succeed?

Some examples - Kerry/Bush, the environment/global warming, a woman's right to choose, equal pay, etc. Why is it almost inevitable that these causes end up having a steeper hill to climb?

With Kerry for example, he had (as most Democrats do) the vast majority of "cool" people on his side (whether that was Hollywood, music, sports, whatever). And yet he lost. As a marketer, advocacy and creativity are HUGE. He had both of these in spades, and yet...

Take the environment - even if you discount global warming, how is it that when the vernacular is "pollution" a word that has NO positive definitions, which no matter how you slice it is bad, the cause still suffers?

Here's my theory.

They care too much, and then get lost in the issue vs. the winning. When something is so deeply entrenched in your heart and stomach, your head walks away. Think of your beliefs, a brilliant idea you came up with, the "rightness" of it is never open to question. The whole organization is also emotionally wound to the point where they are easily fractured into small pieces vs. always unified.

To get things done, convince others, win big, you've got to get out of your heart and into your head. There is absolutely a place for emotion and passion, but if that's leading the way, you invariably get statements like: "I can't believe you don't understand this!!" or "It's so obvious - don't you see???" In both cases, make sure your face has at least 3 times more blood than normal, your voice is beseechingly loud and your hands are grasping at straws.

Now think about how Kerry was defeated or how the environmentalists are foiled. And look at the modus operandi of those players. Zero heart, zero stomach, zero emotion - just plain, cold, calculating strategy.

Are they better people? No. Are they smarter, clearly yes - they're winning far more frequently. Can you say Swift boat, or death tax? Can you say clean coal? <-- Just what the hell is clean coal anyway? It's absolute fiction! And yet...

...they won.

What do to?

The most brilliant strategist ever (IMO) is Sun Tzu. The Art of War, which was written 2,600+ years ago is an incredible book - if you need to win at anything, this book should be the first thing you read and re-read. Some noteworthy quotes:

Remember this always:

It is only one who is thoroughly acquainted with the evils of war that can thoroughly understand the profitable way of carrying it on.

If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself, you will succumb in every battle.

Implication - the cause should be separated from the fight (think of Karl Rove?). The general must not look at the cause with bias or subjectivity. Be dispassionate about what you have, what you don't have, what you need and what you must do to win. It's not about the cause anymore. It's about winning.

Now this is how they win: 

If your enemy is secure at all points, be prepared for him. If he is in superior strength, evade him. If your opponent is temperamental, seek to irritate him. Pretend to be weak, that he may grow arrogant. If he is taking his ease, give him no rest. If his forces are united, separate them. If sovereign and subject are in accord, put division between them. Attack him where he is unprepared, appear where you are not expected.

Surely there are literate people on both sides of these issues? Why isn't everyone reading this book?

It is critical to always know that:

The clever combatant imposes his will on the enemy, but does not allow the enemy's will to be imposed on him.

Just my opinion, but it seems to me that every time a "righteous" cause loses, it's because they were outwitted, and not because they were wrong.

Bottom line - winning is about winning. Once you've won, then go back to the cause. Don't let the people who lead the cause lead the battle. They're obviously not good at it.

Now look at Barak Obama's campaign and how it was run. He's read this book, maybe even twice...