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Romney has the most unnatural political intuitions that I've ever encountered. It's hard to see how someone who grew up in a political family could get it this wrong.
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Romney’s challenge has always been the patrician airs. His formative experiences of gaining prominence and power happened in private equity ladder and the LDS church. In each case, it’s key to look the part, have the right mentors, and uncouth to look like you’re trying too hard
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The audiences he seems to truly feel at ease with are upper-class and Mormon, sometimes both (eg he and Clay Christiansen were lifelong friends since they were at HBS at the same time, and lived in Belmont together). A couple public videos to illustrate:
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And his Utah Senate campaign launch video from 2018 is just dripping with Mormon subtext without of course saying the word — he gets “character”, “hard-working”, “pioneer”, “volunteer”, “serve” in in the first 30 seconds.
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Great salesmen like other people and tailor interactions depending on the person; great marketers love themselves and get their audience to buy their aura. Romney is a salesman, Trump is (ofc) a marketer. Salesmen struggle with mass media because it’s difficult to personalize.
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Yes, Romney is anxious about seeming "trashy" while "polished" people are watching, and he doesn't have the talent and/or confidence to rise above it. I don't think anyone with this problem can win a presidential election.
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