November 03, 2004

Marketing vs Salesmanship

Here's the problem with the Democrats: they don't think like marketers, they think like salesmen -- salesmen with a dingy warehouse full of outmoded merchandise.

The post-Gingrich GOP genuinely does think like an organization devoted to marketing principles: they don't think, as the Dems do, "How can I pawn off this shoddy old merchandise on my unsuspecting customers?"

Rather, the GOP thinks, "How can I build a product that satisfies the demonstrable desires of the marketplace?"

The marketplace demands a candidate who is resolute, principled, and unwavering.

So the GOP builds a candidate to those specs. By being, in their devotion to the demands of the marketplace, irresolute, unprincipled, and wavering.

And, yes, the Confidence Man sees the irony therein -- but do not mistake that irony for anything less than a signal aspect of the Irony of the Modern.

That is, do not mistake this for a cheap and lesser irony, the irony of hypocrisy. The salesman is the hypocritical antimodern; the marketer is the ironic modern.

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