Richard Nixon: the greatest presidential comeback

Right after the 1960 presidential debate in America, a poll was taken. 

• Everyone who heard the debate on radio said Richard Nixon would become the president. 

• But everyone who saw the debate on TV said John F Kennedy would become the president!

Nixon’s answers sounded great. But when people saw him, they just didn’t connect with him! And Kennedy eventually won, not because he was more capable, but because he was more charismatic!

Charisma = competence + warmth

Nixon was way more experienced. He was the vice president already. He was more knowledgeable as well. But Kennedy seemed more charming and composed! And in the end, people voted him in because they connected with him!

People are drawn to charismatic leaders. Leaders who exude warmth as well as competence! Because it fulfills two of the most basic things we need from leaders.

1. Trust

2. Reliability

People don’t follow a leader who is merely right. They follow leaders they trust. 

After losing the 1960 presidential election, Nixon faced an even greater problem. He lost the governor race in California in 1962 as well! It seemed like people had lost all trust in him!

Nixon stepped back from politics and disappeared from the public eye to figure out: could he fix what had gone wrong? Can he earn back the publics trust?

Nixon was not a warm person by nature, so what could he do?

When Nixon came back to run for president again in 1968, it was an extremely well thought out campaign. He had figured out the structure of trust. 

Trust = safety + clarity + repetition

1.

The first thing Nixon did was stop doing things that had made him lose. No more public debates where he came across as competent but harsh as well.

Nixon knew he could not fake charm. He could not smile and tell jokes. But he focused on what he could do to make people feel safe with him.

You either feel safe with people like you. Or you feel safe with people who can take care of you. Nixon realized that he had to focus on the second aspect. He took on the role of the protector. He became the calm one in the room. And worked on speaking in short clear sentences. He took on a father-like tone.

All his public appearances were well orchestrated as well. No more surprises. No more off the cuff remarks. He knew and controlled the questions he would be asked, so he could give well measured responses.

2.

Nixon worked very hard in crafting his responses as well. America was embroiled in the Vietnam war and there were riots at home. So Nixon focused on law and order. On bringing back stability.

He brought clarity. By framing his talking points in short succinct phrases:

• “Law and order”

• “Peace with honor”

• “Great silent majority”

The phrases were simple. But it made people feel like there was someone to guide them out of the chaos!

3.

And lastly, Nixon realized that what people hate the most is uncertainty. So he didn’t change his talking points at all. He repeated the same things. In hundreds of columns that he wrote. And controlled speeches that he gave.

People still didn’t love him, because that was his demeanour. But he was steady and predictable. People felt like they knew him. And they started trusting him.

Which is why, Nixon had the greatest comeback! He became American president in 1968 and again in a landslide in 1972!

Action Summary:

• It doesn’t matter if you are right, people won’t follow you if they don’t trust you. You need competence but you also need warmth. Focus on safety + clarity + repetition to build trust.

• Make people feel safe. Let your tone, your presence, and your words signal calm. 

• Make people feel guided. Frame with clarity. Show them you know the way forward.

• Make people feel like they know you. Be consistent. Repeat the same message.