What Harris and Trump Teach Us About Communication

Donald Trump is poised to be the next President of the United States—and there  are already plenty of post-mortems analyzing how we got here. How did he win the 2024 election? Why did she lose? But this year’s political landscape offers more than just soundbites and rallies. Elections always teach us something, if we’re listening. And this year serves as a masterclass in communication from both candidates. Yes, you heard me right: there are valuable insights to be gleaned from both Kamala Harris and Donald Trump. As a researcher and messaging strategist, I’ve boiled it down to a fundamental truth: the success of any campaign hinges on sharp language and compelling storytelling—essential tools that can sway behavior and shape public opinion. 

The significance of adaptable messaging, collective empowerment, and genuine storytelling has never been more crucial. Dismiss these lessons at your own peril. In today’s fast-paced climate, you must either learn and evolve or watch from the sidelines as others shape the narrative. Here, then, are 10 provocative lessons for all communicators that extend beyond the campaign trail. These are key lessons from the 2024 election that apply to any business. And you can leverage them in your own work, for more effective communication.

1. Shift from Fear to Empowerment: Fear might rally the troops temporarily, but it’s a double-edged sword. Harris initially shifted her focus away from Biden’s doom-and-gloom predictions about a Trump presidency to a more empowering message of “hope and joy.” For two weeks, she maintained a positive tone, which worked. She went from behind five points in the polls to ahead by three. But then she took a turn. Instead of rallying support through that approach, she reverted to combative messaging against Trump. Then Biden added fuel to the fire with his “garbage” remark about Trump’s supporters. Mark Cuban joined the criticism, saying that Trump didn’t associate with “strong, intelligent women,” further alienating voters. You can’t belittle people and expect them to respond positively, but that’s exactly what happened. By shifting from messaging that was embracing and empowering, back to a position of fear and criticism, her messaging floundered and ultimately failed. 

2. Practice the Positive Principle: Transforming Biden’s “Threat to Democracy” theme into Harris’ “Fight for Our Freedoms” was a brilliant move. In addition to shifting from fear to empowerment as noted above, one phrase feels heavy and daunting, while the other is practical and personal. Who among us can really conquer a looming threat to democracy? It’s just too big of a threat to comprehend or know how to respond to. Making it about a fight for our own personal freedoms is a shift that is the essence of engaging messaging. It takes an overwhelming concept and makes it approachable. You can track her rise in the polls during the 2024 election to this change and her decline the moment she abandoned it. 

 3. Speak Your Audience’s Language: To connect genuinely, candidates need to articulate their message in relatable terms. Language is everything, and Trump understands this intuitively. Instead of just saying we need to get tough on immigration, he visualizes the solution by talking about building a wall. And he meets his audiences where they are. Not only does he speak their language, but he reaches out to them through podcasts and unexpected channels. He casually joked about a question regarding how he felt about the reversal of Roe vs Wade. Meanwhile, his college-age son was on the loose in New York City, connecting with people and making him seem relatable. In contrast, Democrats had an opportunity to connect with people when Republicans made some missteps, but often put them in terms no one understood. They initially seemed to “get it” by emphasizing how “weird” Trump and the Republican practices and policies were. But they lost the plot, and ended up focusing on things like the Republican CHIPS Act response. Does the average American even know what that means? Keep it simple and relatable. 

 4. Remember It’s About Us, Not You: Trump frequently portrays himself as the indispensable hero, while Harris emphasizes a collective “we.” Her rallying cry—“when we fight, WE win”—echoed Obama’s successful strategy of fostering a united front. Interestingly, Trump’s closing arguments in the 2024 election didn’t solely center around himself. He shifted to encourage Americans to “Dream Big Again,” framing the campaign as about the public rather than himself. Remember Stephen Colbert’s quip: “It’s bigger than you and me; it’s all about me.” If your narrative feels like a one-man show, it’s time to rethink your approach.  

5. Be Clear on the Outcome You Want: As communicators, our job is to drive action and change behavior. Politicians know this better than anyone. Complacency is a luxury no candidate can afford. Instead of declaring certain victory, Harris framed the election as a “fight for our lives,” echoing civil rights rhetoric to emphasize real stakes. When crafting corporate narratives and campaigns, think about what you want your audience to take away. What do you want them to think differently about?  

6. Make Threats Manageable: By portraying Trump as “weird” but “unserious” while acknowledging the impact of his policies, Harris effectively diminished his intimidation factor without causing panic. Painting her opponent this way cut him down to size and made his threat less imposing. Unfortunately for her, she walked away from this approach in the 2024 election, because when she did it, she was winning. This approach mirrors effective crisis communication, where it’s essential to recognize the problem while presenting it as solvable. 

7. Answer the Question and Address Underlying Concerns: Candidates who sidestep tough questions risk appearing evasive and untrustworthy. Harris faced this hurdle when she couldn’t answer the straightforward, crucial question: What are you going to do differently than Joe Biden? It was a fair question, and yet every time she was asked, she struggled to provide a meaningful response. As a communications strategist, I was stunned that no one prepped her for such a basic ask. It was an easy question to address without throwing Biden under the bus. But she couldn’t find the words and failed to address the real concerns behind the question. 

 8. Know Your Weakness and Lean into It: Trump is often seen as a bully, and he leans into that persona. In fact, when criticized he often embraces it. When his supporters were labeled as garbage, he played it brilliantly. Rather than retaliate with anger, he incorporated the criticism into his persona. He literally showed up with a garbage truck, wearing a neon orange vest to symbolize it all. This only emboldened his base and solidified their loyalty. On the flip side, Harris faced criticism for her laughter, so she built her campaign around joy. Sometimes your biggest weakness can become your greatest strength—don’t shy away from it. Embrace it.  

9. Understand What Matters Most to Your Audience: From the start of the 2024 election, the writing was on the wall. Record-low satisfaction with the country’s direction, coupled with persistent issues like inflation and a struggling economy, painted a stark picture of discontent, along with genuine concern about immigration and its impact. Yet the Biden-Harris administration spent much of its time spinning a narrative that painted a rosy picture of a thriving nation. They pointed to academics and elites to validate their claims of success, all while dismissing the everyday kitchen-table concerns that most Americans face daily, and failing to provide an understandable or acceptable policy on immigration. This disconnect only solidified frustration among voters who felt their realities were overlooked and the exit polls confirm it. Voters top concern was what they voted on. And the candidates just needed to listen to them. 

10. Remember that Authenticity and Lived Experience Matter: Authenticity isn’t just a buzzword; it’s a vital currency in today’s political and corporate arenas. We don’t buy celebrity endorsements or third-party validations anymore. Harris could have every financial services firm in the world touting her economic plans, and every celebrity endorsement behind her, but those corporate affirmations and Hollywood praises pale in comparison to the lived experiences of everyday Americans. Trump had a ragtag team of businesspeople, political outcasts, and podcasters—real people that represented the struggles and aspirations of those he was targeting. In today’s climate, relatable stories carry more weight than polished narratives or celebrity support. 

Navigating today’s turbulent landscape requires more than political savvy—it demands a deep understanding of public sentiment, the ability to communicate authentically, and the courage to face challenges directly. Whether you’re a candidate, a marketer, or a corporate leader, take note: a masterclass has been happening right before our eyes during the 2024 election, and the stakes couldn’t be higher.  

Embrace these lessons, or risk becoming yesterday’s news. After all, if there’s anything we’ve learned from this year’s campaign trail, it’s that in this game of politics—and indeed in business—the narrative isn’t just about what you say; it’s about how you say it—and what your audience really hears—that that truly matters. So gear up and refine your messaging strategies, because those with the winning language strategy… win.