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In 2016, I watched Donald Trump’s first presidential victory unfold from my liberal university campus. The morning after the results were announced, professors canceled classes, sensing the shock and grief of a predominantly Democrat-leaning student body.
Fast forward to 2024. I woke up in my London bedroom to headlines declaring Trump the 47th president of the United States, having secured both the Electoral College and the popular vote. Burrowed under my covers, I felt the implications of the next four years land with a bleak and worrying thud.
I also couldn’t help but wonder: how did this happen, and what role did messaging play in securing the outcome?
Politics may seem worlds away from startups and business life, yet the same principles apply. Just as politicians must capture the trust and loyalty of skeptical voters, entrepreneurs must convert curious users into loyal customers. At the core of every successful campaign—whether in politics or business—is an effective communication strategy that delivers a clear, compelling narrative.
Let’s unpack the lessons leaders can learn from the election and how they apply to building a brand that resonates.
1. Focus on your key audiences
The unique importance of swing states in U.S. elections illustrates a broader truth in messaging: not all audiences matter equally. Once a leader establishes an objective—whether it’s winning an election or gaining new users—they must identify and prioritize the audience segments that can tip the scales in their favor. Ask yourself:
Who will support you no matter what?
Who is on the fence but could be convinced?
Who is unlikely to support you at all?
Trump succeeded by consolidating his MAGA base while targeting fence-sitters in critical swing state counties. These voters—mostly working-class Black and Latino men—felt the brunt of economic hardships and saw Trump as the candidate most likely to deliver relief.
Harris, on the other hand, attempted to appeal to moderate Republicans, women, youth, and her liberal base. The result? A diluted message that didn’t resonate deeply enough with key voter groups.
Business takeaways:
Identify your audiences: who supports you, who’s undecided, and who’s unlikely to engage.
Focus your efforts on the “swing” audiences—those on the fence who could tip the scales in your favor.
Avoid overextending resources to audiences unlikely to respond to your message.
2. Read the room and understand motivators
It’s not enough to identify your audience—you need to understand their priorities. In this election, Trump’s appeal to working-class voters transcended traditional cultural divides. He addressed their grievances about inflation and job insecurity, positioning himself as the solution to their economic pain.
Harris struggled to address these same concerns convincingly. While abortion rights may have resonated with some female voters, the broader electorate—especially young men—was more concerned with overcoming financial instability than ongoing culture wars.
Business takeaways:
Challenge assumptions about what your audience values most.
Use data and research to uncover the key motivators driving decisions.
Talk to people outside your niche to gain a broader understanding of perspectives.
3. Clarify and simplify your message
Humans can only retain so much information, and the small portion we remember strongly shapes our actions. Trump’s “Make America Great Again” slogan exemplifies this principle. It evokes nostalgia, taps into shared frustration, and offers a simple, hopeful promise—all in five words.
Harris’ messaging lacked the same clarity. Her campaign was hindered by the late decision for her to replace Biden, leaving no time to test and refine a central narrative. As a result, voters struggled to pin down one message that captured what she stood for and why she was a better candidate, beyond being an alternative to Trump.
Business takeaways:
Develop a central idea that anchors your brand or product in a memorable way.
Test your message to ensure it resonates with your target audience.
Aim for simplicity: less is often more when it comes to effective communication.
4. Emotion over logic: the core of persuasion
We often assume that rational arguments win the day. Yet, in both politics and business, the most persuasive appeals rely on emotion, not logic. Consider how voters or customers assess messages:
Do you understand my pain?
Do we share values?
Can I trust you?
Trump’s campaign successfully answered these questions for key voter groups. By crafting a narrative of economic recovery and national pride, he inspired confidence in his leadership, even among skeptics.
In contrast, Kamala Harris’ campaign, tied closely to the Biden administration’s record, struggled to overcome its association with high inflation and economic discontent. Her arguments lacked the emotional resonance to cut through voter concerns about their quality of life.
Business takeaways:
Emotional storytelling is essential to inspire action.
Use vivid imagery and emotionally charged language to cut through the noise.
Address your audience’s pain points directly, showing that you’re in their corner.
5. Meet your audience where they are
Today’s leaders must leverage the platforms their audiences frequent. Trump’s appearance on Joe Rogan’s podcast exemplified this strategy, reaching millions of young male voters. Harris, while securing an appearance on the popular “Call Her Daddy” podcast for young women, missed an opportunity by not appearing on Rogan’s show due to logistical disagreements.
These choices highlight a critical lesson: leaders must adapt their outreach to the channels that matter most to their target audiences. They must be both storytellers and curators to thrive in a fast-changing media landscape.
Business takeaways:
Prioritize platforms that align with your audience’s preferences and habits.
Adapt your communication style to fit the tone and culture of each platform.
Be authentic across channels to foster trust and emotional connection.
Lessons from 2024: the power of targeted storytelling
The 2024 election demonstrated the power of bold, targeted storytelling. Trump’s success highlights the impact of engaging audiences through emotion-driven narratives, while Harris’ struggles highlight the risks of unclear messaging and scattered focus.
Key communications learnings:
Emotional resonance is more impactful than logic in both politics and business.
Focus on the right audiences rather than trying to appeal to everyone.
Dig deep to understand what matters most to your audience—and act on it.
Simplify your messaging so it’s clear, memorable, and emotionally compelling.
Leverage the right channels to meet your audience where they already are.
In an era of rising skepticism and media saturation, targeted storytelling has never been more critical. Whether you’re pitching to customers or voters, authenticity, clarity, and emotional connection are the keys to winning hearts, minds, and loyalty.
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