Chapter 1: Unafraid to Fail - The Craft and Science of Poltical Campaigns
The Personal Side of Politics
Why Campaign Managers Do It
Chapter 2: Political Math - Why Campaigns Matter
Debating Campaign "Effects"
The Role of Fundamentals: From Demographics to Party ID
Partisan Composition of the Electorate
Ask Gore if the Margin Matters
Chapter 3: Political Historian and Data Scientist - Charting a Path to Victory through Information and Analysis
Tough Numbers in the Big Easy
Defining a Winning Coalition: Who Are Our Targets?
What Are Our Opponents and Allies Doing?
The Secret Ballot Problem
Presidential and Congressional Campaigns: The Art and Science of Data Analysis
Targeting and Micro-Targeting: "Bells-and-Whistles" vs. "Old-Fashioned Grunt Work"
Focus Groups, Polls, and Other Forms of Information-Gathering
Chapter 4: Enterpreneur and Chief Financial Officer - Launching the Campaign
How Money Matters (Decisions)
"The Nightmare of All Campaigns" (Fundraising)
Hiring the Right Team (Staff)
Chapter 5: Marketing Wizard - How Do We Reach Them?
The Paradox of Politics and Marketing in the Digital Age
Political Brand Management: Knowledge is Power
What are GRPs? Learning the Basic Language of Media
How Many GRPs Does a Campaign Need? Exploding the Conventional Wisdom of "1,000 GRPs-Per-Spot"
In the Internet Age, Television is Still King
Manager Profile - Katie Merrill: Managing in the California Big Leagues
Chapter 6: Script Writer and Stage Manager - Crafting the Campaign's Messages
Why Campaigns "Go Negative"
"A Hugging Contest?" Why Negative Ads Affect Election Margins
When Going Negative Backfires
Going Negative in a Primary
Responding to Negative Attacks
Chapter 7: Spinmeister and Policy Wonk - Navigating the Media Landscape
The Shifting Character of the Media Landscape
The Frustrated Policy Wonk
Cell Phones and Earned Media
"The Blogs Will Pick It Up Immediately" (Speed)
Working the Refs (Credibility)
Earned Media: An Imperfect Tool
Chapter 8: Field General
The Two-Step Process: Deciding to Vote; and Voting for or Against a Candidate
"Old-Fashioned Grunt Work"
Losing and Winning on the Ground
Manager Profile - Reed Galen: Just Say No
Chapter 9: Strategy Enforcer and Team Builder - Keeping a Day-to-Day Focus on the Long-Term Path to Victory
James Carville: Losing Before Winning
Clinton-Gore 1992: "The Best Campaign Ever"
Keeping the Campaign Team on Strategy with Signage
Inheriting a Team: The Turnaround Manager
Strategy Enforcer in the Age of Super-PACs ("What are They Doing?")
"The Right Kind of Culture"
Chapter 10: Candidate Caretaker and Confidant - Handling Details and Building Trust
The Buffer and the Concierge
Building Trust: "Jimmy Here's What We Need to Do"
Building the Relationship
Managing the Candidate's Family
Losing and Winning: When the Campaign Ends