I haven’t read Jonathan Allen and Amie Parnes’s Shattered about Hillary Clinton’s failed presidential campaign, but I have found the reviews and their virality fascinating. Here’s what the New York Times, National Review, and Rolling Stone had to say. The Amazon.com reviews are mediocre at best.
There is something lurid and compelling about reading a retrospective about a failed campaign. It’s like looking at a train wreck — it’s hard to tear your eyes away, even if you want to. Unlike a train wreck, however, it’s hard to assess how “bad” Clinton’s campaign actually was, and what I’m reading about the book doesn’t seem to help.
In my experience working with organizations and their leaders, including some very good ones, there is a baseline of dysfunction that would surprise most people. Internal effectiveness and good strategy matter (which is what keeps me employed), but they’re not the only factors that contribute to success. You have to be very careful about attribution bias, especially when dealing with complex, systemic challenges.
So far, most of the retrospectives and commentary I’ve read have reeked of attribution bias.
The one thing that stuck out for me in reading the reviews were the points about Clinton’s lack of a clear narrative. The National Review, for example, wrote:
In Shattered, we learn that ten speechwriters, consultants, and aides had a hand in writing Clinton’s announcement speech, which unsurprisingly turned out to be a long, muddled mess. Obama speechwriter Jon Favreau, briefly brought in to help, concluded that the speech (and by extension, the whole campaign) “lacked a central rationale for why Hillary was running for president, and sounded enough like standard Democratic pablum that, with the exception of the biographical details, could have been delivered by anyone within the party.”
Again, I see this all the time working with leaders. It’s hard to identify a clear and compelling narrative and to stay on message, but it’s important. In their book, Made to Stick, Chip and Dan Heath attribute this challenge to the Curse of Knowledge. Effective leaders have lots of knowledge, but that knowledge can get in the way of telling a clear story.
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