Future-Based Campaigns: The Key to Winning Elections?

Did you know a campaign slogan can actually decide the winner of an election?

A few years back, while I was writing Expert Secrets, I got really curious about campaign mottos. I studied every U.S. presidential election since 1980, and I noticed a crazy pattern—every single candidate who focused on a present-based cause lost, while those with a future-based cause won. It’s wild to think that something as simple as future-focused messaging has that much power, but it’s been true 100% of the time.

So here’s my challenge for you: next time you’re crafting a campaign or marketing message, think about your slogan. Does it pull people toward a compelling future? Because that one shift might be the difference between connecting deeply with your audience—or getting overlooked.