TA的每日心情 | 奋斗
7 天前 |
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刚才在WSJ看到的一篇文章，这个很有意思：
http://www.wsj.com/articles/trum ... own-book-1456949133
Donald Trump, who emerged from the Super Tuesday presidential primaries in a commanding position, reached this point by mixing bluff and bluster, by cajoling allies and intimidating opponents, and by being alternately tough, sensational and flattering.
He has, in short, handled the presidential campaign as if he were negotiating a deal.
The blueprint has been hiding in plain sight all along, say those who know Mr. Trump best. “The Art of the Deal,” the best-selling book he wrote in a quite different context almost three decades ago, lays out many elements of his unorthodox effort.
The book’s 11 tenets include advising negotiators to find ways to “get the word out” about their position—and “the more sensational, the better.” One key strategy is to “fight back,” and to do so “very hard” against “losers.” The successful negotiator needs to “think big.”
Mr. Trump acknowledges the parallels. “This is the biggest deal of my life,” he said in an interview. “I’ve done big deals, but this is a very complex series of deals that ultimately hopefully gets us to the right place to make America great again.” The book’s lessons are “there psychologically” for him, he said. “It’s automatic.”
超长文章，中间部分省略
Early in his book, Mr. Trump describes 11 “elements of the deal.” They include:
‘Think Big’
With that adage in mind, Mr. Lewandowski said, Mr. Trump from the outset decided not to pursue “a one- or two-state strategy,” but to mount a national campaign.
“You have to win them all,” Mr. Trump said in the interview. “It doesn’t help to win one or two.”
The think-big philosophy led Mr. Trump to quickly adopt positions that produced shock and outrage. He created a firestorm by suggesting that the U.S. temporarily ban Muslims after the Paris and San Bernardino terrorist attacks.
‘Know Your Market’
Mr. Trump viewed the electorate as a target market, and he concluded voters were angry, antiestablishment, frustrated with Washington’s gridlock and fed up with what they perceived as weakness at home and abroad. He didn’t see that market as narrow or made up of niches, but broad, he said.
“My market is the people in the country who want to see America be great again,” he said. “It’s very simple. That’s a lot of people. That’s not broken down by age, or race or anything.”
‘Enhance Location’
Early trips to Iowa and New Hampshire showed that his celebrity status enabled him to draw larger crowds than other candidates did in traditional house parties. An early event at the home of New Hampshire state Rep. Stephen Stepanek produced a crowd that threatened the stability of the floors. After that, the campaign sought big spaces.
The effort was criticized as a move away from the traditional cozy settings for New Hampshire political gatherings, but it attracted bigger crowds, which brought more media coverage. “Enhancing location brought enhanced benefits,” Mr. Lewandowski said.
‘Get the Word Out’
In the book, Mr. Trump advised: “If you are a little different, or a little outrageous, or if you do things that are bold or controversial, the press is going to write about you.”
That is what happened when Mr. Trump proposed a temporary ban on Muslims entering the U.S., and when he questioned whether former GOP presidential candidate John McCain was a war hero because he was captured. Mr. Trump’s controversial statements dominated news coverage for weeks, prompting pundits and politicians to predict his demise. Instead, his poll numbers rose.
He also adopted another powerful weapon for getting his word out: Twitter. Mr. Trump tweeted early, late and often. “Some people don’t like the idea that you use Twitter and you’re running for president,” said Mr. Trump, who doesn’t use a computer, but tweets from his phone. “Those people are backward.”
Through his Twitter, Facebook and Instagram accounts, the Trump campaign is followed by nearly 14 million people. The campaign has more than 50 million “engagements” on Facebook, said campaign social-media director Daniel Scavino.
‘Contain the Costs’
Access to so many potential supporters through social media and data obtained from rally attendees helped the Trump campaign meet this tenet. A few weeks ago, the campaign began posting a five-digit number on Mr. Trump’s podium for supporters to get the latest news. “It costs us zero, and we’ve gotten one million inbound texts,” Mr. Lewandowski said, making it unnecessary to buy databases to connect with voters.
Mr. Trump also pays no money for his own pollsters, the cost-saving measure of which he is proud.
‘Fight Back’
This may be the “Art of the Deal” advice Mr. Trump has followed most assiduously. Mr. Trump openly proclaimed he would hit back if hit, and hard. From the start, Mr. Trump skewered the other candidates, especially former Florida Gov. Jeb Bush, whom he repeatedly called “low energy.”
More recently, his opponents have hit back. Sen. Marco Rubio has called Mr. Trump a “con artist” who may have “wet his pants.” Mr. Trump shot back that “little Marco” is a “lightweight” “choker” with “big ears.”
Fighting back is a must, in the deal blueprint and in the campaign, Mr. Trump said. “I don’t like it, but I have no choice,” he said. “I watch people say Trump shouldn’t do it because he’s the front-runner, but when somebody attacks you, you have to.”
‘Have Fun’
This is the final element of deal-making, Mr. Trump said, and something he is doing in the campaign, even in long rope lines after events when he shakes hands and poses for selfies.
Many supporters are fans of his book. Jeff Washenberger, 57 years old, of Salem, Va., said he read “The Art of the Deal” and found it useful for running the motel and rental properties he owns. He said he believes Mr. Trump will bring his “deal-making forte to the White House.”
After a Trump rally Monday in Radford, Va., several supporters held up “The Art of the Deal,” which Mr. Trump delights in signing.
“They know ‘The Art of the Deal,’ probably the No. 1 business book of all time,” Mr. Trump said. |
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发表于 2016-3-3 01:25:00
