Sarah Longwell listens to voters with a political messaging consultant's perspective and she knows whereof she speaks. How to Eat an Elephant – One Voter at a Time became a best seller because she translated what she learned from hundreds of voter focus groups -- Trump supporters and Trump critics -- into smart, appealing, and graceful campaign wisdom. This is book an easy read and very worth the time of anyone working to defeat MAGA -- and that project won't be over, even if we win a blue wave on November 3.
People out of my world -- folks loosely left of the Democratic Party -- are likely and probably rightly suspicious of Longwell. After all, she's a former Republican operative and the publisher of The Bulwark, the landing spot for Republicans who couldn't stomach their former party's fascist turn. But she's a dyke (that does help; we view our society from slightly outside) and committed to electing even Democrats she can barely stand if that turns back MAGA. I find her determination to ground her politics in listening to infuriatingly muddled American voters a sign of democratic (lower case "d") integrity.I'm not going to try to summarize this book. Some of it I very much disagree with. But I really do urge you to read it if you aspire to use the Democratic Party to turn back fascism. I will share some charming tidbits. And then I'll take up one of her observations that that meshes interestingly with my experience over 30 years of deep electoral campaign involvement.
First, some slightly random teasers from the book, not meant to convey a unified message, but to encourage your curiosity:
• It’s true (sort of) that voters are the problem. But they’re also the solution. Which is why we need to persuade them by developing policy and messaging frameworks that grow the pro-democracy coalition. It won’t be easy. But there isn’t an alternative.
• The irony is, in elite Democrats’ good-hearted attempts to be maximally inclusive, they end up with a set of rituals and language that baffles most Americans and creates a barrier to connecting with voters.If these quotes whet your appetite, pick up this book.
• Trump’s revolutionary effect was that, first, he made his supporters stop pretending to care about virtue. And then he made them embrace vice. ... Character doesn’t just not matter—bad character is a marker of authenticity when authenticity is the coin of the political realm. The snake who admits he’s a snake is now deemed more trustworthy than the politician who acts—and might actually be—virtuous.
• I’m struck by how personal and visceral COVID vaccine resistance has become. A woman in Alaska told me flatly: “I got the eight shots I got in the ’60s and I have managed to make it this far with those eight freakin’ shots and I am not getting another one pumped into this body.” This isn’t a policy disagreement. This is bodily autonomy fused with institutional betrayal. The grammar of hidden knowledge has colonized the most intimate domain: what goes into your own body. ...
• To do what I’m talking about, Democrats need to toughen up. Stop crying and start sweating. Sorry, you don’t get Fridays off. Democracy’s at stake. Sorry, you can’t work from home all the time. America is at stake. Put on real pants and go to the office. The fascists are outworking you. They’re out-organizing you. Out-communicating you. You’re talking about microaggressions when you need to prioritize the macroaggressions being committed on a daily basis against the American experiment.
• More good news: This is the kind of moment when new leaders emerge. The old guard is exhausted. The appetite for change is overwhelming. The voters are ready—desperate, even—for something new.
• • •
Now to one of Longwell's observations, only glancingly developed, which I think those of us trying to preserve the possibility of a participatory US democracy should attend to. She writes:
The Republican operative world I came up in was mercenary and entrepreneurial. We started companies: consulting firms, media ventures, direct mail operations, opposition research firms, PACs. The incentive structure was clear: deliver results, make money, climb the ladder. There was less hand-wringing about process and more focus on outcomes. If something worked, you did more of it. If it didn’t, you moved on. The culture was competitive, sometimes cutthroat, but it was honest about what it was. We worked weekends.
The Democratic world, as I have observed over the last decade, operates via a different set of cultural norms. People default to starting nonprofits, advocacy organizations, think tanks, and foundations instead of for-profit companies. The culture is mission-driven rather than financially incentivized. There’s a lot of talk about work–life balance, making sure everyone feels included, centering the right voices. The vibe is values first, process oriented, unionized. There’s a lot of talk about mental health. Employees agitate for four-day workweek. ...I wouldn't say this is a completely fair description of either side as I've observed them over 30 years of (mostly paid) work in progressive campaigns. But I also think there is some truth.
I've seen plenty of Republican campaign efforts which weren't the pure capitalist enterprises that Longwell describes here; they were just rip offs off of candidates and causes by campaign firms that had made a profitable industry of extracting tribute from the gullible and the semi-powerful. I've also seen plenty of the same from Democratic consultants who may have once had their day, but deliver very little value while skating on reputation. (Looking at you, James Carville.)
Longwell's description of the Democratic side is something I've seen -- but it misses the essential truth of Democratic campaigns which Longwell is now living. These campaigns, except possibly at the most local level, are inherently coalition efforts, unlike the Republican ones where the base will toe the line. The Dem base -- both funding and activist -- consists of mission driven fractions which agree (or not) to play alongside each other for a season. They are an arena of multiple cultures -- unions, civic groups, religious groups, racial justice advocates, enthralled candidate fans. Getting them to work together productively IS the campaign.
When Dems win, it looks obvious and easy -- but it never is. And the building of the really large coalitions is largely imperceptible to participants. When it works, we work hard. We exude attractive purpose. We all think our fraction won the day, even when we are vaguely grateful for the larger whole. And the big Democratic coalitions are held together by mission, not primarily money.
• • •
One other throwaway line from Longwell that I can't resist raising up.
One of the stranger things about the success of The Bulwark is that it’s basically free. As [her colleague] JVL likes to say, “You can’t save democracy from behind a paywall.” ... Despite not charging for almost anything The Bulwark puts out, we still have a robust paying subscriber base. What are they paying for?Long ago, I was part of another movement/community which worked the same way: the Catholic Worker as founded by Peter Maurin and Dorothy Day. The cost for a subscription to its newspaper remained from its Depression era origin: "a penny a copy; more if you can, less if you can't." And the cash flow funded not only the paper, but multiple "houses of hospitality" for a community of the otherwise unhoused.
Some people have always known that financial stability flows from mission; the anomaly is that American society and democracy has forgotten this.











