Are you trying to appeal to every voter? Here’s the truth: the fastest way to lose an election is by chasing everyone—and connecting with no one.
The Insight:
Rory Sutherland warns us, “Don’t design for average.” Campaigns that try to appeal to everyone often dilute their message to the point of irrelevance. The real power lies in targeting a core group of passionate supporters, even if it means alienating others.
Consider Ronald Reagan’s unapologetic conservatism. He didn’t try to be everything to everyone—he focused on energizing his base with bold, clear messaging. By doubling down on free markets and limited government, Reagan transformed his supporters into a movement, reshaping the Republican Party for decades.
Globally, Margaret Thatcher embraced a similar philosophy. Her commitment to free-market policies wasn’t designed to please the masses—it was designed to rally those who shared her vision of economic independence. Her unflinching stance alienated some, but it solidified her position as a transformative leader.
The Behavioral Science Angle:
Sutherland teaches us that mass appeal is an illusion. By targeting the “edges” of your voter base—the passionate, the motivated—you create a ripple effect. These highly engaged voters become your advocates, driving turnout and swaying undecided voters. Lukewarm agreement from the majority doesn’t move the needle in the same way.
In behavioral terms, it’s about creating identity and belonging. People don’t just vote for policies—they vote for the tribe they want to belong to. A strong, clear message gives them something to rally around.
NextGen’s Take:
At Next Generation Political Consulting, we believe in the power of focused messaging. We help campaigns identify their core audience and craft messages that inspire loyalty and passion. The goal isn’t to please everyone—it’s to build a movement.
Call to Action:
Ready to energize your base and lead a movement? Let NextGen help you find your core voters and turn them into your most powerful advocates. Contact us today and let’s craft a strategy that wins—not by playing it safe, but by standing out.
