Introduction

Strategy One: Stand on Principle

Successful--Reagan Stands on His Principles ... and Wins

Unsuccessful--Goldwater's Crusade Crashes

Successful--Churchill Emerges from the Wilderness to Lead Britain in Its Finest Hour

Successful--De Gaulle Defeats the Political Parties

Successful--Abraham Lincoln Moves from Abolitionism to Union ... and Wins

Unsuccessful--Woodrow Wilson Goes Down Fighting for the League of Nations

Example Seven--Unsuccessful--Al Gore Runs Away from His Environmental Beliefs ... and Loses as a Result

Strategy Two: Triangulate

Successful--George W. Bush Moves the GOP Toward Compassionate Conservatism

Successful--Bill Clinton Leads His Party to the Center

Successful--Francois Mitterrand Lets Jacques Chirac Pass His Program ... and then Beats Him at the Polls

Unsuccessful--Nelson Rockefeller Crashes as He Falls Between the Parties

Strategy Three: Divide and Conquer

Successful--Lincoln Splits the Democrats over Slavery and Gets Elected

Successful--Nixon Capitalizes on the Democratic Split on Vietnam to Get Elected

Unsuccessful--Dewey Splinters the Democrats but Truman Wins Anyway

Strategy Four: Reform Your Own Party

Successful--Tony Blair Reforms the Labour Party and Takes Over Britain

Successful--Koizumi Reforms Japan's Ruling Party ... and Transforms Japanese Politics

Unsuccessful--McGovern Reforms His Party ... and the Empire Strikes Back

Strategy Five: Use a New Technology

Successful--FDR Uses Radio to Reach America

Successful--John F. Kennedy Uses Television to Win the Unwinnable Election ... and Richard Nixon Uses It to Lose the Unlosable One

Successful--Lyndon Johnson Runs Negative Ads ... and Transforms Politics

Strategy Six: Mobilizing the Nation in Times of Crisis

Churchill and Roosevelt Mobilize Their Nations for War While Lyndon Johnson Mobilizes Only Mistrust and Opposition

Epilogue

Acknowledgments

Notes

Index