Democrats need to retire the word “accomplishments” from their vocabulary to effectively campaign and win elections.
Using “accomplishments” suggests a focus on congressional activity rather than the everyday concerns of voters. It emphasizes process over tangible improvements, highlighting national events while voters are more concerned with their local economic situations.
This shift in perspective is crucial for Democrats to remain politically relevant.
The problem with ‘accomplishments’
When Democrats highlight their “accomplishments,” it can come across as self-congratulatory. For example, mentioning the Inflation Reduction Act or infrastructure investments may sound like boasting about Washington activities that don’t directly impact voters’ lives.
The term “accomplishment” centers on the politicians’ achievements and political resumes, appealing more to insiders than to the general public. It implies that governing is about passing laws rather than resolving issues.
Ronald Reagan’s 1984 “Morning Again in America” ad, for instance, focused on everyday events like marriages rather than specific legislation, illustrating an understanding that voters prioritize results over political processes.
The power of results-based messaging
Democrats have achieved significant results, but focusing on the process obscures these achievements. Highlighting the impact on people’s lives is more effective.
Consider these alternative messages:
- Instead of saying “passed a law so criminal gun traffickers face up to 15 years in prison,” say “put criminal gun traffickers in prison for up to 15 years.”
- Instead of “negotiated with prescription drug companies,” say “lowered prescription drug prices by forcing companies to negotiate with Medicare.”
- Instead of “invested $1.5 trillion in transportation infrastructure,” say “built 100,000 miles of new roads so your commute is shorter.”
- Instead of “created the largest climate investment in American history,” say “made your electric bill cheaper with more clean energy.”
- Instead of “expanded access to broadband internet,” say “brought high-speed internet to rural communities that didn’t have it before.”
The key is to shift from discussing actions in Washington to highlighting the real-world impact on individuals. Even when out of power, the message should focus on potential results and improvements, not just proposed legislation. Reagan’s 1984 campaign effectively showcased the benefits of lower inflation without detailing the process.
This approach extends beyond communication, influencing governance itself. An “accomplishment-focused” mindset prioritizes passing bills over improving lives and emphasizes the number of programs created rather than the number of problems solved.
This explains why Democrats emphasized legislative achievements during Biden’s term while voters were more concerned about everyday expenses. The focus was on celebrating Washington’s accomplishments while people struggled.
Highlighting elected officials for their actions can be counterproductive, boosting their egos while alienating voters.
Meeting voters where they are
Voters are primarily concerned with their daily lives: affording necessities, ensuring good schools for their children, feeling safe, and securing their retirement.
To win elections, Democrats must connect with voters on these concerns, rather than focusing on legislative details or celebrating Washington’s internal victories.
This requires a change in thinking, shifting the focus from “What did we accomplish?” to “What results did we deliver?”
The author admits to previously promoting the idea that highlighting accomplishments would solve Democrats’ problems but now recognizes this as a flawed approach.
Prioritizing results-oriented strategies increases the likelihood of achieving and communicating those results.
The American people still desire leaders who will advocate for them and improve their lives.
It’s time to focus on demonstrating tangible improvements in people’s lives, moving away from self-congratulation and adopting the mindset of problem-solvers rather than legislators. The emphasis should be on delivering real change in America, not just boasting about accomplishments in Washington.
