Successful tactics:
- Take on the media (Trump never tried to curry favor because he knew it would come across as inauthentic)
- Don't apologize (Trump walked back a few remarks but never admitted being wrong in matters of judgement)
- Be audacious (Trump modeled George Patton, exploiting every opportunity to go on the attack, regardless of foe)
- Trust your instincts (Trump's number one adviser was Trump)
Unsuccessful tactics:
- Taking the high road (Clinton believed it would make her more presidential; it didn't)
- Women are from Venus (Clinton tried to make it a battle of the sexes but ended up turning off the majority of men and lots of women)
- Use of surrogates (despite having some of the best in the Obamas, her use of Elizabeth Warren damaged her brand, especially among women)
- Over dependence on staff (Clinton left it to others such as John Podesta and it backfired big time as evidenced by his angry speech at Javitz Center)