Designing winning communication strategies, lessons from Donald Trump

"….. 90% of any decision is emotional. The rational part of us supplies the reasons for supporting our predilections." - Justice William O. Douglas, Supreme Court Judge USA), * As the dust settles in the just concluded American elections, questions are likely to arise on what went wrong in Secretary Hilary Clinton’s campaign camp. Many people were of the opinion that Hilary Clinton was likely to win. Their observation was backed by opinion polls that gave her a between 4-8% lead over President-Elect Donald J. Trump. Secretary Clinton had a good message going. She spoke policy and the continuation of President Barrack Obama’s legacy which had seen the American economy register significant growth compared to when President George Bush left White House in 2008. What concerns me is the role played by strategic communication advisers for Donald J. Trump that left the Clinton camp stun and with egg on the face. Their role provides crucial lessons to any practising or a...