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THE CANDIDATE'S 7 DEADLY SINS

USING EMOTIONAL OPTICS TO TURN

POLITICAL VICES INTO VIRTUES

Foreword by mark mckinnon

COPYRIGHT © 2020 PETER A. WISH

All rights reserved.

T HE C A

NDIDATE"S 7 DEADLY SINS

Using Emotional Optics to Turn Political Vices into Virtues IS

BN ???-?-????-????-? Hardcover

Paperback

Ebook

FOR TWO VERY SPECIAL PEOPLE IN MY LIFE,

DR. LESLIEBETH WISH AND JUDGE CARLY S. WISH.

CONTENTS

FOREWORD

INTRODUCTION

1. NAILING YOUR FIRST IMPRESSION ......................27 2. FROM PESSIMISTIC TO OPTIMISTIC .....................59 3. FROM TENTATIVE TO DECISIVE ...........................87 4. FROM REACTIVE TO DELIBERATE .......................119 5. FROM CANNED TO AUTHENTIC ..........................151 6. FROM CEREBRAL TO EMPATHIC .........................179

7. FROM ARROGANT TO HUMBLE ..........................207

8. FROM RIGID TO AGILE ........................................235

9. THE ART OF THE TELL ........................................265

CONCLUSION

ACKNOWLEDGMENTS

ABOUT THE AUTHOR

FOREWORDC·C9

FOREWORD

There are three distinct times during a presidential campaign when candidates have an opportunity to make a signicant impression on voters and move the dial of public opinion in a signicant way: their announcement, the debates, and, if they are the nominee of their party, their speech at the convention. Before their convention speeches, it is tradition that they are introduced with a short bio lm. It was my job to produce that lm for George W. Bush when he ran for president in 2000. Voters in the Repub- lican primary who had voted for him had a pretty good idea about who he was and what he stood for, but all the rest of the country knew about him was that he was the son of a former president. The lm was a pretty big deal for the campaign and a huge respon- sibility for me. So, imagine the reaction of the future president and campaign sta when I intentionally left a scene in the lm where Bush completely mangled what he was trying to say. Even though I had another perfect version.

Here's what happened.

10O·OTHE CANDIDATE'S 7 DEADLY SINS

I was lming George W. and his wife, Laura, at his ranch. Because he was not very good at reading a script, I was conducting inter views to try and just get spontaneous natural moments from him. I asked a question about the birth of their twin daughters, and he just completely mangled what he was trying to say. He and Laura cracked up laughing, as did the lm crew. We went back and rerecorded the line, and this time he got it just right. A few weeks later we were editing the lm together, and we got to that section with the bad take, and I said, "Take it out and put in the good take." The editor did, and we started to move on. Then I reected for a moment and said, "I've changed my mind; put back in the scene he screws up." The editor was a bit ba€ed, but not nearly as confused as the senior sta of the campaign. They thought I'd lost my mind. "McKinnon, are you kidding?! You're intentionally having our guy screw up in a lm we control and are paying for? What are you thinking?" I was thinking that the moment was real. That it was human. That it was vulnerable. That it showed he could laugh at himself and not take himself too seriously. Most importantly, it was authentic. People could relate to a guy with imperfections. Finally, I said to my colleagues, "Let's admit the obvious. Our guy isn't the best orator in the race, so let's just lower the bar of expectations."

And it worked.

That's the kind of observation that Dr. Peter Wish had when he saw the poster for the movie

Mitt, a documentary about the now-

senator from Utah looking back on his run for president in 2012. In the poster, Romney's hair is out of place, not perfectly coi ed

FOREWORDO·O11

like it always seemed to be during the campaign. Dr. Wish had the same reaction I did after viewing the documentary, which revealed a bunch of behind-the-scenes moments of Romney being very human: "Where was that guy during the campaign?

I like

that guy!" He was thoughtful, candid, generous, humble, funny, and self-deprecating. In other words, he was real. Not the sti that we all saw on the campaign. The campaign was so worried about things like Romney's Mor- monism that they kept him on a tight leash and totally on script. But the story of his faith is a huge part of what makes Romney who he is. It's a compelling and important part of the narrative of his life. And they ran from it. Dr. Wish understands all of this better than anyone I've encoun tered in politics. He knows that in order to win in modern politics, it's not enough to be the smartest person in the race or the most qualied (hello, Hillary Clinton). Voters aren't looking for talking points or plans. They're looking for an emotional connection. For a narrative, a story. It's remarkable to me that until now, no one has really written a knowledgeable, insightful, and comprehensive treatise on what voters really look for in a candidate, and how candidates can cap- ture the hearts and, therefore, the support of voters. Dr. Wish is a psychologist, a therapist, and a political coach who understands that in order to be successful candidates need to create a rela- tionship with voters. This book is the ultimate catalog of political persuasion. It should be a must-read for anyone thinking about running for o‚ce, or

12O·OTHE CANDIDATE'S 7 DEADLY SINS

anyone who wants to help someone become a better candidate.

It's the best how-to book about getting elected.

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INTRODUCTIONC·C13

INTRODUCTION

"The political brain is an emotional brain...In politics, when reason and emotions collide, emotion invariably wins." ?I. ?IAN NA?PA?, THE POLITICAL BRAIN" Despite the freezing temperature outside, guests inside the Westin Marriott Hotel Ballroom in Boston were sweating. Cam paign sta and volunteers poured in o the buses, fresh from the last campaign stop in Pittsburgh. They were on a high. Their internal polling had convinced them the election was in the bag. Was I the only one who knew Mitt Romney was in trouble? When Governor Romney arrived, his surrounding entourage was beaming, certain of victory. Mitt himself was calm and unru€ed. As exhausted as he was, he still looked, as he always did, termi nally handsome - like an eight-by-ten-inch glossy photograph, not a hair out of place. 1 westen, drew. The Political Brain: The Role of Emotion in Deciding the Fate of the Nation. New York:

PublicA airs, 2016.

14O·OTHE CANDIDATE'S 7 DEADLY SINS

There's the problem,

I thought to myself. A concern had been

gnawing at me throughout the campaign: he was too perfect, and therefore unreachable. Romney never revealed to Americans the real Mitt behind the eight-by-ten-inch photo. He had failed to establish an emotional connection with voters. Americans want to see their candidates laugh, tell personal stories, and appear relaxed in natural everyday settings. The word "relaxed" never came to mind with Mitt - but the words "controlled" and "remote" did. I knew too much about human behavior from my decades as a psychologist to ignore this fatal aw. Romney, his wife Ann, and their family quickly exited to his suite. Donald Trump sequestered himself somewhere in the hotel. The rest anxiously watched as the votes tallied on the big screens. I joined Ken Langone, the billionaire co-founder of Home Depot, outside one of the VIP rooms. We felt growing uneasiness about what we were seeing on TV. Slowly, the maps started to turn red and blue as votes were counted. By 9:00pm, there was a tug of war in Ohio. Karl Rove, the iconic conservative political pundit, former senior advisor and deputy chief of sta for President George W. Bush, and architect for Bush's 2000 and 2004 campaigns, held on the lon- gest: "Ohio hasn't been called yet!" But the minute it was, we knew the election was over. From Abraham Lincoln to Donald J. Trump, no Republican has ever won the presidency without carrying Ohio.

We'd lost.

INTRODUCTIONO·O15

What went wrong? Those of us gathered at the Marriott knew without question that Mitt Romney would have excelled in lead ing America. His character was impeccable - his competency, outstanding. Why hadn't voters seen that too? Even before Mitt came down to address the crowd, many of the dejected Romney team members, including me, made their way back into the freezing November night. Trump headed for his plane to y back to New York. The electoral maps conrmed the truth: Romney had built an invisible wall between himself and the voters. He failed to sell them on his personal qualities. Not enough voters got to know or trust him.

Michael Kranish, author of

The Real Romney, wrote in the Boston

Globe, "Exit polls told a stunning story. The majority of voters preferred Romney's visions, values, and leadership. But he had clearly failed to address the problem that Romney's own family worried about from the start. Obama beat Romney by an aston ishing 81 to 18 percent margin on the question of which candidate 'cares about people like me.'" No doubt Mitt Romney had cared about everyday Americans - but he'd failed to clearly articulate that message. His favorability rating in the exit poll was 47 percent, with 50 percent of voters holding an unfavorable view. As a result of this "empathy gap," he'd lost what many thought a winnable election. Because Romney had failed to activate enough public emotional motivation, when they cast their ballots, people chose the can- 2

kranish, michael. “The Story behind mitt romney's Loss in the presidential Campaign to president obama."

boston.com. december 22, 2012.

16O·OTHE CANDIDATE'S 7 DEADLY SINS

didate they liked - the one who made them feel understood, the one they identied with, the one who seemed to empathize with their problems. The other one.

EMOTION'S ROLE AT THE POLLING BOOTH

Put yourself in Romney's shoes. Imagine staring at yourself in the bathroom mirror the morning after the election, trying to make sense of your loss. You've been highly successful in your business career, you were the popular seventieth governor of Massachu-quotesdbs_dbs14.pdfusesText_20

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