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The election of a U.S. president is deeply influenced by the prevailing sentiments of the electorate. No leader can fully resonate with all voters, as every election leaves behind a group of opposers. However, a candidate’s ability to capture the majority’s concerns often secures their path to victory. Donald Trump’s second term in office exemplifies this dynamic, as his bold strategies and polarizing rhetoric aligned with the priorities of his base (and personal interests). This article explores Trump’s tactics, key agendas, and their implications for individuals and businesses—particularly in the trucking industry.
As Trump prepares for his inauguration on January 20, 2025, this article will provide insights into Trump’s use of media and publicity, strategies outlined in The Art of the Deal and The Dictator’s Playbook, his administration’s major policies, the history and impact of tariffs, and an understanding of these elements.1, 2 Additionally, we highlight Trump’s tendency to deflect criticism, avoid personal responsibility, and redirect attention to scapegoats, providing readers with tools to better anticipate his rhetoric and actions and make more informed choices for their businesses and personal lives.
Understanding the Importance of Sentiment in Elections
Elections are often decided by the people’s immediate priorities and emotional state. Historical precedents show that when the economy falters, voters prioritize candidates who promise economic recovery. Conversely, during times of war or international conflict, a call for peace or military strength can dominate the political discourse. In the case of Trump’s second term, he skillfully gauged and addressed the dominant concerns of the American people.
One of Trump’s primary strengths lies in his ability to connect with voters on an emotional level. By positioning himself as an outsider who understands the struggles of ordinary Americans, he reinforced his image as a leader who fights for “the forgotten man and woman.” His rallies, speeches, and media presence created a direct channel to his base, bypassing traditional gatekeepers like the press.3
The Role of Media and Publicity
As detailed in The Art of the Deal, Trump’s approach to media is both strategic and instinctive. He recognizes the power of being talked about and has consistently used media—both traditional and social—to dominate public discourse. A key concept in his book is “truthful hyperbole,” which involves exaggerating claims to capture attention and sway public opinion. Trump’s campaign capitalized on this technique, ensuring his messaging remained compelling and dominant in the public sphere.
During the election, Trump’s frequent appearances on social media and his direct communication with followers created a sense of intimacy and loyalty. By bypassing traditional media outlets, he controlled his narrative, ensuring that his base received his unfiltered perspective. This strategy, combined with his ability to generate free publicity, kept him at the center of political conversations.
Tony Schwartz, the co-author of The Art of the Deal, has expressed regret about his role in shaping Trump’s public persona. In an interview, Schwartz stated, “I put lipstick on a pig,” referring to his view of Trump’s character. He further criticized Trump for stretching the truth (truthful hyperbole) and prioritizing personal gain, aligning these traits with Trump’s broader motivations for seeking the presidency.4 Schwartz had previously written a critical article about Trump’s handling of rent-controlled properties, where he accused Trump of displacing tenants to market luxury real estate. While Schwartz acknowledges Trump’s effectiveness in commanding attention, he has also noted Trump’s personal tendencies to stretch the truth and focus on his own interests. Schwartz believes Trump’s motivations for seeking the presidency likely align with personal agendas as much as public service.
Adapting Tactics from The Dictator’s Playbook
While operating within a democratic framework, Trump employed tactics reminiscent of those outlined in The Dictator’s Playbook. Understanding these tactics provides deeper insight into his strategies:
- Creating a Culture of Fear: Authoritarian leaders often instill fear to control their populations. Trump’s critiques of institutions like the FBI and DOJ fostered mistrust, rallying supporters against perceived corruption and creating an “us versus them” dynamic.5
- Defining an Enemy: Dictators often direct public frustration toward a specific group or external threat. Trump’s narrative of blaming immigrants, foreign nations like China, and the media mirrored this tactic to unify his base and redirect attention from domestic issues.6
- Using Propaganda: Controlling the flow of information is a key playbook tactic. Trump’s use of social media allowed him to bypass traditional media, ensuring his messaging was unfiltered and consistent with his agenda.
- Cult of Personality: Strongman leaders build loyalty by presenting themselves as the sole savior of their nation. Trump’s rallies and public persona emphasized his indispensability to America’s success, fostering intense loyalty among his supporters.
- Controlling the Elite: Dictators secure their position by ensuring loyalty from influential figures. Trump rewarded allies with prominent roles while publicly criticizing dissenters, maintaining control within his circle.
- The Carrot and Stick: Balancing rewards and punishments ensures compliance. Trump’s praise of loyalists and sharp rebukes of critics exemplify this approach.
- Truthful Hyperbole: A term coined in The Art of the Deal, it involves strategic exaggeration to captivate and persuade audiences. This mirrored the propaganda methods used in authoritarian regimes to shape public opinion and loyalty.
One recurring pattern in Trump’s leadership is his tendency to deflect criticism and avoid accountability. When faced with legal issues, he frequently redirects attention to external threats or perceived enemies, such as political opponents or foreign nations. This tactic not only galvanizes his base but also shifts the public discourse away from his own actions.
Key Agendas for Trump’s Administration
Trump’s administration has laid out multiple plans to address pressing issues, using strategies from both The Art of the Deal and The Dictator’s Playbook. These plans include:
- Economic Revitalization: Trump has pledged to continue fostering domestic manufacturing and job growth through tariffs and infrastructure projects. His approach to tariffs reflects his “Think Big” principle, leveraging bold policies to protect American industries.
- Immigration Reform: By defining immigration as a central issue, Trump has both energized his base and framed immigrants as an “enemy” to direct national frustration toward, consistent with The Dictator’s Playbook.
- Trade Policies and Territorial Expansion: Trump’s proposals to use tariffs as leverage extend to foreign policy strategies, such as his threats of imposing tariffs on countries that do not curb undocumented immigration or fentanyl trafficking into the U.S. For instance, in 2019, Trump threatened to impose a 5% tariff on all Mexican goods unless the country took steps to prevent illegal immigration into the U.S. This move resulted in Mexico deploying troops to its southern border and strengthening immigration enforcement.7 Furthermore, his bold ideas of taking over Greenland, the Panama Canal, and even Canada reflect his “Think Big” principle from The Art of the Deal. While these ideas may seem far-fetched, they serve to capture public attention and reinforce his narrative of protecting American interests.8
- National Security: Trump’s rhetoric about strengthening the military and protecting borders reinforces his “Cult of Personality” image as a decisive, protective leader. By presenting himself as indispensable to national security, he solidifies loyalty among his supporters.9
These agendas reflect Trump’s ability to align policy goals with the sentiments of his base, ensuring both emotional and practical resonance with voters.
The History and Role of Tariffs in the U.S.
Tariffs have been a cornerstone of U.S. economic policy since its founding. In the late 18th and early 19th centuries, tariffs served as the primary source of government revenue and a means to protect fledgling American industries. Alexander Hamilton championed their use to nurture domestic manufacturing and ensure economic independence.
Throughout the 19th century, tariffs supported industrial growth but also deepened regional tensions, contributing to the conflict between the North and South. Tariffs protected burgeoning Northern industries by raising the cost of imported goods, while the South, reliant on agricultural exports, opposed them as they increased costs on essential imports and harmed foreign trade relationships. The Smoot-Hawley Tariff of 1930, which raised duties on imported goods, is infamous for exacerbating the Great Depression by triggering a global trade war. Post-World War II, the U.S. shifted toward free trade policies, fostering international cooperation and economic expansion.
Trump’s use of tariffs aligns with historical patterns of leveraging them to protect domestic industries. However, his tariffs are also wielded as a political tool, creating pressure on foreign nations to address issues like immigration and drug trafficking. While proponents argue that tariffs can boost domestic production, critics warn of higher consumer costs, disruptions to global supply chains, and inflation as companies pass on increased costs to consumers and industries like trucking.10, 11
How Understanding Trump’s Methods Can Help in the Trucking Industry
For businesses, particularly in the trucking industry, understanding Trump’s strategies and agendas is crucial for navigating potential policy changes. His administration’s focus on tariffs, infrastructure, and domestic production directly impacts supply chains and transportation demands. By recognizing Trump’s methods, trucking companies can better anticipate shifts in the market and adapt their strategies accordingly.
For instance, Trump’s tariffs may increase domestic freight demand as companies shift to local suppliers, but they could also disrupt supply chains reliant on imports. Costs for materials like steel and aluminum could drive up prices for trucks and parts. Trucking companies must adapt by diversifying operations, monitoring economic trends, and collaborating with clients to meet evolving needs. Additionally, understanding the emotional and practical elements of Trump’s messaging can help industry leaders maintain focus and avoid overreacting to political developments.
Understanding tactics like “truthful hyperbole” and defining clear adversaries can also help business owners frame their own narratives effectively. Just as Trump leverages sentiment to galvanize support, trucking businesses can craft messages that resonate with clients, partners, and the broader industry.
The Responsibility of Americans and the Trucking Industry
Understanding Trump’s strategies and rhetoric is essential for making informed decisions. While his bold policies and unconventional leadership style may inspire strong reactions, it is important to focus on facts and adapt to changing circumstances. For the trucking industry, this means staying informed about economic policies, building resilience, and maintaining a clear-eyed perspective on broader political trends.
Conclusion
Donald Trump’s second-term victory underscores his ability to connect with voters emotionally, dominate media narratives, and position himself as a decisive leader. By leveraging principles from The Art of the Deal and tactics from The Dictator’s Playbook, Trump harnessed the prevailing sentiments of the electorate to secure his re-election. His administration’s agendas reflect a calculated approach to addressing the concerns of his base while solidifying his influence.
For individuals and businesses, especially in the trucking industry, understanding these dynamics provides valuable insights. By interpreting Trump’s strategies and motives, one can make informed decisions, adapt to changing policies, and build resilience in an unpredictable political and economic landscape. To act on these insights, trucking businesses can focus on monitoring policy changes like tariffs and their effects on supply chains, invest in technology for efficiency, and develop diversified operations to mitigate risks. Additionally, staying informed about political and economic trends will enable business owners to adjust their strategies proactively rather than reactively.
Sources
- 1 ‘The Art of the Deal’ by Tony Schwartz & Donald J. Trump
- 2 ‘The Dictator’s Playbook’ – PBS
- 3 Trump’s Appeal: What Psychology Tells Us by Stephen D. Reicher & Alexander Haslam – Scientific American
- 4 ‘Art Of The Deal’ Ghostwriter: ‘I Put Lipstick On A Pig’ – CBS News
- 5 Authoritarian leaders thrive on fear. We need to help people feel safe by Michele Gelfand – The Guardian
- 6 How Trump bent the Justice Department and FBI to his will by Dave Davies – NPR
- 7 Trump drops his Mexico tariff threat after reaching immigration enforcement deal by various contributors – CNN
- 8 Pressure on China and Pure ‘trolling’: Why Trump is pushing an expansionist agenda by Allan Smith and Carol E. Lee – NBC News
- 9 Trump campaign eyes increased military role in border security by Caroline Coudriet – Roll Call
- 10 6 Important Facts and Effects of the Tariff of 1789 by Russell Yost – The History Junkie
- 11 A Brief History of Tariffs in the United States and the Dangers of their Use Today by Tyler Halloran – Fordham Journal of Corporate & Financial Law
