10 Zen Monkeys, August 2007
They call it retail politics. It’s a politic that has to appeal to an awful lot of people, but it doesn’t have to appeal to them all that much.
The successful presidential candidate wants to establish just enough passion for their political stances that voters will waddle down to the polling place on the first Tuesday of November and vote for them (or send in the appropriate form). Too much passion could be a dangerous thing, because it probably indicates that the candidate has moved off of the acceptable boilerplate messages of the retail campaign and has introduced ideas and possible political solutions that are both novel and challenging. Winning presidential candidates don’t want to be any more challenging than blockbuster movies.