The Audacity to Win

1. Obama's campaign strategy: Grassroots movement and innovative technology

"We had achieved what many consider the ideal of campaign reform—receiving a lot of small contributions from a lot of people."

Grassroots focus. The Obama campaign revolutionized political organizing by prioritizing grassroots support and leveraging technology. They built a massive volunteer army, with over 2 million contributors and 7 million people on their email list by the end of the primary. This approach allowed them to compete with Clinton's established political machine and expand their reach into traditionally Republican states.

Technological innovation. The campaign embraced social media and online organizing tools, creating a custom platform called MyBarackObama.com (MyBO). This allowed supporters to self-organize, coordinate events, and contribute small amounts frequently. The campaign's use of data analytics and targeted messaging helped them identify and mobilize new voters, particularly young people and minorities.

• Key innovations:
  • Custom social networking site (MyBO)
  • Data-driven targeting and analytics
  • Online fundraising focus
  • Mobile organizing and communication

2. Overcoming the Clinton machine: Delegate strategy and state-by-state focus

"We had one slogan. Clinton had too many to count. We made decisions about allocation of resources and time strictly through the prism of electoral strategy."

Delegate focus. The Obama campaign's strategy centered on winning delegates rather than popular votes, recognizing that the nomination would be decided by delegate count. This led to a meticulous state-by-state approach, investing heavily in caucus states and smaller contests often overlooked by the Clinton campaign.

Strategic resource allocation. Plouffe and the team made tough decisions about where to allocate time and money, often eschewing traditional Democratic strongholds to focus on states where they could maximize delegate gains. This disciplined approach allowed them to stay competitive with Clinton's better-funded campaign and ultimately secure the nomination.

• Key strategic decisions:
  • Focus on caucus states
  • Invest in small, often-overlooked contests
  • Prioritize delegate count over popular vote
  • Maintain discipline in resource allocation

3. The power of message discipline: "Change We Can Believe In"

"Change never is. We will have more setbacks like last night in New Hampshire along the way. But if you really believe in the campaign—not in me, but what we are trying to collectively change in Washington and in our world—then it is after the setbacks that we need you most."

Consistent messaging. The Obama campaign maintained a laser focus on their core message of change throughout the primary and general election. This consistency helped voters understand Obama's vision and differentiate him from his opponents.

Adaptability within the framework. While the core message remained constant, the campaign showed flexibility in adapting to new challenges and opportunities. They were able to incorporate responses to attacks and current events into their overall narrative of change and hope.

• Key message elements:
  • Change versus status quo
  • Hope and unity
  • Grassroots involvement in politics
  • New generation of leadership

4. Navigating controversies: Wright, bitter comments, and foreign policy gaffes

"Barack fundamentally believed that before mandating coverage, costs had to be tackled. 'I reject the notion that there are millions of Americans walking around out there who don't want health coverage,' he said. 'They want it but can't afford it.'"

Crisis management. The campaign faced several major controversies, including the Reverend Wright scandal and Obama's "bitter" comments. Their approach focused on transparency, direct communication from Obama, and framing these issues within their larger narrative of change and unity.

Learning from mistakes. Each controversy provided lessons for the campaign. They improved their research and vetting processes, developed better rapid response strategies, and learned to anticipate and prepare for potential attacks.

• Key controversies and responses:
  • Rev. Wright: Obama's race speech
  • "Bitter" comments: Refocus on economic message
  • Foreign policy experience: Emphasize judgment over tenure

5. Fundraising revolution: Small donors and online contributions

"The largest two categories of donors to our campaign were retirees and students. I doubt that has ever before been the case in American politics, and it's all the more remarkable that these are two groups filled with members who are often living on very fixed budgets."

Small donor focus. The Obama campaign revolutionized political fundraising by prioritizing small, recurring donations from a large base of supporters. This approach not only provided financial resources but also increased engagement and volunteer participation.

Online fundraising tools. The campaign developed innovative online fundraising tools and strategies, including email solicitations, social media campaigns, and easy-to-use donation platforms. This allowed them to quickly respond to events and motivate supporters to contribute.

• Fundraising innovations:
  • Focus on small, recurring donations
  • Email and social media fundraising
  • Themed fundraising drives (e.g., "Dinner with Barack")
  • Transparency in fundraising communications

6. The importance of organization: Building strong state teams and volunteer networks

"Our view was that we would never be able to erase thirty-point leads in all these states," he told me, "but I have faith in what you and Ax preach, that the race will reset after we win Iowa."

State-level focus. The campaign invested heavily in building strong state-level organizations, particularly in early primary states and key battlegrounds. This included hiring experienced local staff and empowering them to make decisions based on local conditions.

Volunteer empowerment. The campaign created a culture of volunteer empowerment, providing supporters with tools and training to organize their communities. This approach allowed the campaign to scale its operations rapidly and maintain a strong ground game in multiple states simultaneously.

• Organizational strengths:
  • Strong state-level leadership
  • Empowered volunteer networks
  • Data-driven decision making
  • Flexible and adaptive local strategies

7. Debate performances and media management: Controlling the narrative

"Obama generally maintained an attitude of bemusement toward the coverage and how often it could be trivial and banal, obsessed with meaningless detail."

Debate preparation. The campaign invested significant time and resources in debate preparation, recognizing the importance of these high-profile events. They focused on developing clear, concise answers that reinforced their core message and anticipated potential attacks.

Media strategy. Plouffe and the team worked to shape media coverage by providing consistent messaging, strategic leaks, and direct communication with supporters. They also leveraged new media platforms to bypass traditional gatekeepers and speak directly to voters.

• Media management tactics:
  • Consistent messaging across all platforms
  • Strategic use of social media and online video
  • Direct communication with supporters via email and text
  • Rapid response to attacks and misinformation

8. The audacity of the foreign trip: Demonstrating leadership on the world stage

"This trip—and the idea to do it—will go down in history as either brilliant or colossally stupid."

Bold strategic move. The decision to conduct a high-profile foreign trip during the campaign was a risky but potentially game-changing move. It aimed to address concerns about Obama's foreign policy experience and demonstrate his ability to lead on the world stage.

Execution and impact. The trip was meticulously planned and executed, culminating in a massive rally in Berlin. Despite some criticism, it successfully showcased Obama's appeal to international audiences and his potential to repair America's global relationships.

• Key elements of the foreign trip:
  • Visits to Iraq and Afghanistan
  • Meetings with world leaders
  • Berlin speech and rally
  • Positive media coverage and imagery

9. VP selection and convention planning: Unifying the party

"We rode into town together, we'll ride out together, win or lose," he often said.

VP selection process. The campaign approached the vice presidential selection process methodically, prioritizing a candidate who complemented Obama's strengths and could help unify the party. They maintained strict confidentiality throughout the process to control the narrative.

Convention planning. The Democratic National Convention was seen as a crucial opportunity to introduce Obama to a national audience and solidify party unity. The campaign worked to integrate Clinton supporters and showcase a broad coalition of support.

• Convention and VP selection goals:
  • Party unity
  • Showcase Obama's vision and leadership
  • Address concerns about experience
  • Build excitement for the general election

10. General election strategy: Expanding the map and targeting new voters

"We would hold all the Kerry states and flip Iowa and New Mexico. That puts us on the threshold. McCain at that point would be like a hockey goalie, and we would pepper him with an onslaught of shots."

Expanded battleground. The campaign developed a strategy to compete in traditionally Republican states, expanding the electoral map and forcing McCain to defend more territory. This approach gave them multiple paths to victory and increased their chances of success.

New voter targeting. Building on their primary success, the campaign focused on registering and turning out new voters, particularly young people, minorities, and disaffected Republicans. They used sophisticated data analytics and grassroots organizing to identify and mobilize these potential supporters.

• General election strategy elements:
  • Compete in traditional Republican states (e.g., Indiana, North Carolina)
  • Massive voter registration drives
  • Data-driven targeting of potential supporters
  • Message focus on economy and change

Last updated: January 24, 2025