Per Perry Bacon, this is from Blue Rose, which is David Shor's consulting firm. And it demonstrates the entire problem with popularism, which is to try to lean in to what people already believe rather than try to convince anyone of anything. It is a ticket to disaster.
It is hard to quote from the memo without repeating its pseudoscience message testing framework. But it leans into distract/stunt and states, "messages that centered on D.C.’s low crime rates, the violation of Democratic norms, and rising authoritarianism were unfortunately highly unconvincing."
