The four stories of a (winning) campaign

ILLUSTRATED: A campaign communications director must constantly monitor four story lines; what each candidate says about themselves, and each other.

Drew Westen has written yet another great article. I have referenced his analysis of the body politic many times on this blog, such as here.

The two key paragraphs are:

as a candidate, you have to focus first and foremost not on a litany of "issues" but on four stories: the story you tell about yourself, the story your opponent is telling about himself, the story your opponent is telling about you, and the story you are telling about your opponent. Candidates who offer compelling stories in all four quadrants of this "message grid" win, and those who leave any of them to chance generally lose.

And this...

When I work with candidates, one of the first things I do is to spend a day with them walking through their life history and listening for the salient events, the values that mean something to them, and the stories from their lives or from the people they have met in their lifetimes or on the campaign trail that make those values vivid and come alive and illustrate where their heart is, so that when they go on the road, they have a coherent story to tell about who they are, what they stand for, and how their life story connects with the lives and concerns of their constituents.