A relatively new release. This is a very interesting book to see how the Obama team built their Presidential campaign from day one.
I think it’s very interesting to get into the campaign’s mind-set at the start of it all. They knew they were going up against a tough candidate in Hillary Clinton and they knew they had to put forth a great effort to win Iowa. They built a plan and used that blueprint to build a grassroots campaign and it worked really well.
Plouffe makes a point early in the book to say that he knew it would be tough to beat Clinton straight up and that’s when he says they had to bring out the non-traditional caucus goers and sign other people up to be behind their candidate. Early on they made that move by recruiting a lot of republicans and independents who could vote in either primary. This backfired in New Hampshire though when many of those went out for John McCain because they thought he ‘needed it more.’
I was surprised in the middle of the book, it has been revealed, that John Edwards knew he was going to bow out and one of his staff asked both sides to see what Edwards could get from their endorsement. Obviously at the time and even now they made the right decision to not make any promises if he threw his endorsement behind them. This has been covered in a few places and its very bold that Edwards would ask for a spot on the ticket while in the primary season. Meanwhile, after winning the nomination, the campaign went on a hunt for a Vice President and chose the interesting pick.
There are many themes to this book that people can take into their lives, even if they’re not on the campaign trail. I share a few of those towards the bottom, some of my favorite passages, but here I’d like to accentuate a point about the campaign.
They set out to cultivate and market a completely new group of people, sporadic and young voters and won them by a landslide. They also took lots of risks and they paid off. Their idea to stick to their message and hold firm on commitments worked perfectly even as the campaign expanded. With all that, there were mistakes and they are catalogued from the top down with President Obama giving his opinion on what type of campaign should be run. And oh by the way, they made technology work for them in assembling a massive grassroots campaign. I don’t want to ruin a lot of that part but it is so fundamentally sound that it’s difficult to believe how well the organization was built.
I think a few telling remarks are on page 237 when President Obama was direct about their message:
Obama said at one point in the fall of 2007, when conventional wisdom dismissed us, “People will either accept me and my message or they won’t. But we are not going to cast about for a political identity…”
The next paragraph I found compelling was a quote he had from Mark McKinnon, an adviser for George W. Bush’s campaign and said to a documentary (pg 237): “I’d rather have one flawed strategy than seven different strategy.” The author talks about how if you make a plan and commit to it, you’re going to succeed since you’ll have no chance if you don’t have any sense of where you’re going.
Also another note of a theme Plouffe mentions was: whenever they took risk he said they were rewarded. This happened over many, many times. Also their powerful internet grassroots network help spread the messages and by dealing with the voters, in their messages, as they’re adults was important to establishing a good change campaign.
Their presidential campaign strategy to spread the electoral college map made them look at McCain’s map as having no plan to win.
This will probably make a good book to read for students in the future to try to capture the essence of what 2008 was in the campaign form. So I’d say it’s a recommended read.
It also makes me wonder if Plouffe will be called once more to help re-elect Obama the last job he’ll ever have.