The Fixer

Disruption isn't met with gratitude; it's met with resistance. Learn how to fight back effectively.

1. The Importance of Controlling the Narrative

Bradley Tusk’s early career highlighted how media manipulation and controlling the narrative could yield significant political and organizational wins. While working for Henry Stern, Tusk realized how effectively creative publicity could secure attention and budgets. Whether it was cutting a toilet roll ribbon for a park bathroom or holding a funeral for "murdered" trees, these tactics amplified Stern’s visibility.

Later, as Chuck Schumer's communications director, Tusk used similar strategies to establish Schumer as a go-to senator for press coverage. Knowing that voters often lack a full understanding of what politicians accomplish, Tusk ensured Schumer appeared persistently busy. For example, he drafted a proposal to modernize outdated voting machines just before controversies from the 2000 presidential election validated his prediction, earning Schumer national recognition.

Through these experiences, Tusk learned how wielding publicity effectively could keep politicians happy while advancing goals. He applied these skills in his future dealings with start-ups, teaching them to leverage media attention against entrenched bureaucracies.

Examples

• Created press-friendly stunts like a tree funeral to promote legislation.
• Made Schumer a prominent voice in election reform via a timely proposal.
• Positioned political bosses as proactive and relatable by manipulating public perception.

2. Strategy: Picking and Targeting Your Enemy

Tusk’s experience managing Michael Bloomberg’s mayoral re-election emphasized the need to identify and neutralize threats early. By recognizing Anthony Weiner as the most viable opposition candidate in the Democratic primaries, Tusk launched a campaign to eliminate him before he even declared his candidacy.

Tusk’s team exposed unfavorable ties between Weiner and models who had donated to his campaign, creating legal and ethical scandals. Additionally, they staged voter outreach not just to gain support but to intimidate Weiner, including canvassing his support base and even targeting his family’s neighborhood. Online ads flooded Weiner’s digital space, reinforcing pressure to dissuade him from running.

Weiner ultimately dropped out of the race, allowing Bloomberg to secure an easier path to victory. This campaign showed Tusk that success often depends on neutralizing opponents before the fight even begins.

Examples

• Highlighted Weiner’s dubious campaign donations tied to a controversial bill.
• Held preemptive voter outreach efforts to pressure key demographic areas.
• Bombarded Weiner’s local community with targeted ads, increasing scrutiny.

3. Uber’s Early Battles with Regulators

Uber’s expansion faced consistent opposition from unions, regulators, and taxi industries. In Washington DC, legislation was introduced to ban Uber outright. Tusk leveraged Uber’s customer base and media to counter these forces and sway public opinion.

Tusk accused politicians of colluding with the taxi industry, framing taxi interests as corrupt and anti-consumer. Through the Uber app, he encouraged users and drivers to flood city officials with calls, emails, and tweets—ultimately overwhelming council members with tens of thousands of messages in days.

This grassroots campaign demonstrated to politicians that appeasing the taxi industry was no longer viable. Not only was the proposed legislation dropped, but DC soon passed laws legalizing Uber. Tusk used this fight to show start-ups the power of rallying customers to influence politics.

Examples

• Framed DC politicians as corrupt in favor of taxi industries.
• Mobilized 90,000 Uber supporters to directly contact city officials.
• Successfully passed pro-Uber legislation after a surge of public pressure.

4. Winning in New York Against Bill de Blasio

When New York Mayor Bill de Blasio tried to cap Uber’s growth, Tusk countered by attacking the mayor’s political brand. De Blasio’s progressive image contradicted his anti-Uber stance, given the company’s popularity among immigrants, minorities, and working-class individuals.

Strategically, Tusk portrayed de Blasio as corrupt, tying him to taxi-industry donations. He also introduced a “de Blasio” button within the Uber app, urging riders to contact politicians and express opposition. Within days, 250,000 users joined the campaign.

These combined efforts forced council members to withdraw support for de Blasio’s proposal. The victory underscored the effectiveness of publicity, consistency, and using an opponent’s principles against them.

Examples

• Highlighted Uber’s role in helping underserved communities avoid discrimination from traditional taxis.
• Raised questions about de Blasio’s ties to the taxi lobby in the media.
• Gathered 250,000 Uber users to oppose the proposed legislation through organized digital protests.

5. Handy and the Challenge of Labor Laws

When Handy, an on-demand cleaning and handyman service, tried giving benefits to independent contractors, unions and political allies opposed the plan. Though the change benefited workers without making them full employees, unions wanted to preserve their influence at all costs.

The campaign failed in New York, where union-backed politicians like Andrew Cuomo avoided supporting Handy’s efforts. Persistent union opposition, linked to political re-elections, kept beneficial labor laws at bay. Despite the loss, Tusk noted that continuous lobbying at state and federal levels could eventually pay off.

This experience taught Tusk that reforming political systems deeply tied to labor laws requires patience and sustained advocacy.

Examples

• Handy’s innovative proposal aimed to offer benefits while keeping worker flexibility.
• A union for janitors obstructed proposals unrelated to its membership.
• Governor Cuomo’s team refused to act without union sign-off, stalling progress.

6. Lessons from the Fantasy Sports Industry

FanDuel and DraftKings nearly collapsed under unexpected political scrutiny. A New York Times article alleging insider trading caused legal battles in 39 states. Casinos used these opportunities to lobby against the start-ups.

Tusk advised FanDuel to rally public support through its app, encouraging users to write to their representatives. By 2017, 15 states passed laws supporting fantasy sports. Still, Tusk argued that political preparation earlier in their growth could have saved the companies from expensive conflicts.

The case showed Tusk that ignoring political risks can be disastrous for fast-growing businesses.

Examples

• Insider trading accusations derailed trust in daily fantasy sports.
• Casinos leveraged their political influence to limit FanDuel and DraftKings.
• 150,000 users rallied to help secure legalization in several states.

7. Overcoming Bureaucratic Roadblocks for Lemonade

Lemonade, an innovative insurance start-up, faced opposition from the New York Department of Financial Services while seeking an insurance license. Regulators deemed Lemonade too unconventional.

Tusk applied political pressure by threatening to relocate Lemonade’s HQ out of New York. He also linked campaign donations from traditional insurers to alleged pay-to-play politics, escalating the public narrative around government complicity.

The strategy worked—the DFS quickly approved Lemonade, showing that regulators can be swayed if the risks to reputation outweigh bureaucratic inertia.

Examples

• Positioned relocation threats as a loss for New York's tech scene.
• Highlighted ties between political donations and regulatory roadblocks.
• Secured approval by amplifying risks to the city's pro-business image.

8. Deciding Against a Bloomberg Presidential Run

Bloomberg’s potential 2016 presidential campaign demonstrated a unique approach: recruiting leaders like Elon Musk and Bill Gates for key government roles. Additionally, Tusk planned to partner with Uber, offering free rides for voter turnout.

Ultimately, Bloomberg avoided running, fearing his campaign would harm Hillary Clinton and inadvertently help Donald Trump win. Though Trump still won, this missed opportunity left Tusk haunted by what might have been.

The decision reinforced how important strategic timing is in navigating political campaigns responsibly.

Examples

• Proposed recruiting innovators for leadership roles to differentiate Bloomberg.
• Considered partnerships with start-ups to boost voter turnout.
• Bloomberg opted out to avoid splitting Democratic voters, fearing Trump’s rise.

9. Start-ups Must Treat Politics as a Business Strategy

Tusk advocates for start-ups to analyze political and regulatory risks before expanding. Uber succeeded by launching first and asking for forgiveness later, building a strong customer base before tackling political backlash.

However, such tactics depend on understanding the political terrain. Engaging potential allies, including venture capitalists and advocacy groups, can provide leverage. Start-ups should also identify opponents and frame narratives that resonate with public and political audiences effectively.

For start-ups, ignoring politics is a luxury they cannot afford.

Examples

• Uber avoided regulatory permission initially, growing enough to defend itself.
• Lemonade benefited by threatening relocation and exposing political donations.
• Building coalitions, like consumer advocates, strengthened political arguments.

Takeaways

1. Plan political strategies as carefully as you plan business expansion.
2. Leverage your customers, media, and allies to create political pressure when needed.
3. Always analyze local and state political environments before launching in new markets.