Why do some campaigns defy all odds to succeed while others—with perfect logic and polished policies—fall flat? It’s not about facts or figures; it’s about magic.
The Insight:
Rory Sutherland argues, “The problem with logic is that it kills off magic.” Political campaigns often focus too much on rational arguments, policies, and data-driven decisions. But the truth is, voters rarely act on logic—they act on emotion, intuition, and the feel of a candidate.
Take Donald Trump’s 2016 campaign as a perfect example. His slogan, Make America Great Again, was irrationally simple and deeply nostalgic. It wasn’t a logical policy argument; it was an emotional appeal to a better, more secure past. It worked because it made voters feel something. Compare that to Hillary Clinton’s slogan, Stronger Together. While logical and inclusive, it lacked the emotional power of Trump’s appeal.
Look beyond the U.S., and you’ll find other examples of leaders tapping into this principle. Margaret Thatcher didn’t just propose free-market reforms; she framed her vision as a moral crusade for individual liberty and national pride. Her opponents were bogged down in policy details, while Thatcher wielded a simple, resonant vision.
The Behavioral Science Angle:
Behavioral science teaches us that humans don’t act like robots; we’re guided by intuition and emotion. As Sutherland points out, magic happens when you tap into this irrational side of human behavior. Campaigns that focus purely on logic lose the spark that motivates voters to show up at the polls.
Consider this: Would you rather explain to voters how a tax cut works—or tell them a story about how it will help a family put food on the table? Logic informs, but magic inspires. And inspiration drives action.
NextGen’s Take:
At Next Generation Political Consulting, we know how to harness the power of magic to create campaigns that inspire and connect. Our philosophy? Build something enduring—something that resonates with voters not just rationally, but emotionally. Whether it’s crafting a compelling slogan, designing a campaign ad, or refining your candidate’s message, we use behavioral science to cut through the noise and ignite the imagination.
Call to Action:
It’s time to move beyond logic and embrace the magic that wins elections. Let NextGen help you craft a campaign that voters feel. Contact us today to start building your path to victory.
