Yes We (Still) Can Summary

“How did everything change so quickly from the hope and optimism of the Obama presidency to the chaos of the Trump years? This book seeks to answer that question through the eyes of someone who lived it.”

1. Early Lessons in Political Messaging

Dan Pfeiffer’s first experience with political messaging occurred as a seventh-grader pretending to be Michael Dukakis in a mock debate. Despite thorough preparation, the simple, direct attacks from his opponent were more convincing. Pfeiffer learned how powerful a clear message can be in swaying public opinion.

This lesson stuck with him as he climbed the political ladder. During his time at Georgetown University, Pfeiffer earned an internship with Vice President Al Gore’s office, solidifying his interest in politics. His first real campaign job, working for Gore's 2000 presidential bid, highlighted the importance of team adaptability. Even when glory seemed out of reach, Pfeiffer worked behind the scenes to streamline operations, gaining recognition for his organizational prowess.

His early career taught him that regardless of how much substance a politician has, effective communication is key. A strong, repeatable message cuts through noise and resonates with audiences, whether in a high school debate or a presidential campaign.

Examples

• Pfeiffer’s inability to counter simple attacks like “weak on crime” during his school debate.
• His rise from volunteer to media team member during the Gore campaign for innovating a better phone bank system.
• Later applying the lesson of direct messaging while working under Barack Obama.

2. Obama’s Stand-Out Campaign Success

Dan Pfeiffer joined Barack Obama’s 2008 campaign team skeptical but quickly saw why Obama stood apart. Obama’s campaign thrived on five principles: fearless attitude, rapid scaling, a cohesive team culture, targeted strategy, and a strong message.

Unlike career politicians, Obama didn’t fear losing. He was willing to take risks, which kept his campaign innovative. Running against well-funded, well-established opponents, scaling quickly was critical. The campaign operated on the mantra of “bolt the wings on while taking off.” The vibrant “No Drama Obama” culture held the team together, cultivating loyalty and order despite pressure.

Their strategy boiled down to an easily remembered sequence of goals, starting with “Win Iowa.” Most importantly, Obama was his message. His biography and demeanor embodied “hope and change,” building a compelling narrative that captured hearts and won votes.

Examples

• Obama personally introducing himself to audience members during meetings, showing humility.
• The campaign’s “No Drama Obama” motto to maintain discipline among team members.
• Winning Iowa, South Carolina, and Super Tuesday primaries as per their streamlined strategy.

3. The Power of an Authentic Political Message

Pfeiffer emphasizes that a political campaign’s core message must be more than words. It needs a genuine story—and Obama’s message was embedded in who he was. His story of overcoming challenges and prioritizing community resonated with voters who sought change and hope.

As Obama’s communications director, Pfeiffer worked on conveying Obama’s message while combating misinformation. Obama’s story represented the American promise: rising through hard work and caring about others. This authenticity couldn't be manufactured and became a blueprint for future campaigns.

Managing a message requires understanding the press as both a partner and challenger. While journalists are tasked with finding flaws, keeping a relationship of mutual respect is vital for avoiding chaos in communications, as Pfeiffer experienced firsthand.

Examples

• Crafting Obama’s slogan “Change We Can Believe In” based on his own life story as a community organizer.
• Pfeiffer’s advice to future candidates: prioritize storytelling above crafting gimmicky messages.
• Building a press-team relationship rooted in fact-based transparency.

4. Shifting Media Dynamics Challenge Traditional News

Obama’s presidency coincided with seismic changes in how Americans consume news. The rise of social media platforms like Facebook meant that people were no longer limited to traditional evening news. This created an unpredictable and fast-paced media cycle where sensationalism often trumped facts.

This media shift eroded public trust, especially after major outlets failed to critically assess government claims during the Iraq War. Pfeiffer observed that by Obama’s second term, some media entities consistently favored partisan agendas over truthful reporting. Fox News, for example, evolved into a megaphone for Republican propaganda while platforms like Facebook amplified conspiracy theories.

Navigating this media landscape meant prioritizing long-term goals over chasing short-term headlines. Obama’s strategy rested on carefully timing his responses, which sometimes meant leaving bad press unanswered.

Examples

• Obama’s decision to avoid chasing daily headlines, unlike Bill Clinton’s “win the news cycle” strategy.
• The role of Facebook in amplifying false claims, like “death panels” under the ACA.
• Pfeiffer’s account of Fox News running with any anti-Democratic rumor, including false birther claims about Obama.

5. Combating Fake News with Strategy

Conspiracies like birtherism plagued Obama’s presidency, illustrating how modern fake news can persist unchecked. Pfeiffer initially thought ignoring absurd rumors, such as Obama lying about his birthplace, would minimize attention. He was wrong.

The Obama administration learned to fight back strategically. When releasing Obama’s long-form birth certificate, Pfeiffer first distributed copies without fanfare. Later, Obama’s well-timed response reframed the press discussion, shifting focus back to substantive issues like budgeting crises.

Pfeiffer advises future campaigns to prepare for outright falsehoods. Strategic responses can undercut fake news while focusing media attention back onto relevant policies.

Examples

• Pfeiffer avoiding sensational build-up before sharing Obama’s birth certificate with the press.
• Obama using the press briefing to remind reporters of critical issues like education underfunding.
• Pfeiffer’s realization that ignoring false narratives lets them fester uncontested online.

6. Fox News as Republican Messaging Machine

Dan Pfeiffer categorizes Fox News less as media and more as a Republican campaign arm. From questioning Michelle Obama's fist bump as a "terrorist gesture" to supporting Obama birther conspiracies, Fox News consistently spread divisive or outright false stories.

When Obama tried engaging Fox News, it backfired as interviewers interrupted and twisted narratives. Pfeiffer cautions Democrats against playing by traditional media rules with Fox. Instead, candidates must bypass Fox's platform and focus locally or directly through social platforms like Twitter.

Examples

• Fox News' 24/7 anti-ACA narratives, amplifying baseless claims like “death panels.”
• Glenn Beck’s statement that Obama hated white people.
• Obama’s frustrating attempt at an ACA-focused interview with Fox, constantly interrupted.

7. Twitter’s Multiplying Effect in Modern Campaigning

Social media, especially Twitter, has permanently altered political discourse, accelerating reactions and amplifying messaging impact. As Pfeiffer found during Obama’s reelection, opinions on debates shifted in real-time through Twitter before formal polls even concluded.

Despite its pitfalls, including fragility to hacks or tone missteps, Twitter helps candidates bypass traditional gatekeepers like Fox News. Trump’s 2016 victory showcased Twitter's persuasion power as his provocative, direct posts consistently dominated media cycles.

Examples

• Trump keeping Clinton defensive through inflammatory tweets.
• Pfeiffer’s realization of Twitter’s growing influence during real-time responses to debates.
• Candidates reaching constituents directly while avoiding biased reporting spins.

8. Leaving the White House for a Balanced Life

Years under constant stress took a toll on Pfeiffer's health, forcing him to rethink his priorities. Adrenaline from high-stakes decision-making had become addictive, but his body couldn’t handle the pressure any longer. Additionally, Pfeiffer wanted a chance at normalcy with his girlfriend Howli Ledbetter, whom he’d met on the job.

After leaving Obama’s team, Pfeiffer engaged in creative outlets like podcasting, where he and fellow ex-Obama staffers dissected ongoing political chaos. This allowed Pfeiffer to stay connected to politics while maintaining a healthier balance.

Examples

• Pfeiffer's stress causing physical health scares, including hospitalization.
• The six-week “detox” vacation exploring Asia.
• Founding the political podcast “Keepin’ It 1600” post-Obama administration.

9. Lessons from Clinton’s 2016 Loss

Analyzing why Hillary Clinton lost to Trump, Pfeiffer identifies missteps like an unclear message and failure to inspire voters. Clinton’s campaign overlooked white working-class audiences and underestimated Trump's direct style. Meanwhile, Clinton struggled to overcome sexism, with behaviors deemed decisive in male candidates criticized in her.

Lessons for 2024? A candidate needs an inspiring story, a memorable message, and authenticity—choices Trump wielded effectively.

Examples

• Clinton’s unclear messaging compared to Trump’s repetitive slogans.
• Clinton's data-heavy campaign missing personal touches that motivate voters emotionally.
• Sexist double standards damaging perceptions of Clinton’s leadership.

Takeaways

1. Develop and stick to a strong, simple message that resonates emotionally with voters. Use authentic storytelling.
2. Adapt to the modern media landscape by dominating platforms like Twitter and responding effectively to misinformation.
3. Prioritize health and work-life balance, even in high-pressure jobs, to maintain focus and effectiveness long-term.