What I've Been Reading

How to Win an Election: An Ancient Guide for Modern Politicians by Quintus Tullius Cicero. So little has changed in the past 2000 years when it comes to politics. Quintus brilliant advice to Marcus is unfortunately timeless; some basics in politics never change. A must read book before the November elections.

• Make sure you have the backing of your family and friends. For almost every destructive rumor that makes its way to the public begins among family and friends.
• Surround yourself with the right people.
• Call in all favors. There are three things that will guarantee votes in an election: favors, hope, and personal attachment. You must work to give these incentives to the right people.
• Build a wide base of support. Recognizing the difference between the useful and useless men in any organization will save you from investing your time and resources with people who will be of little help to you.
• Promise everything to everybody. Except in the most extreme cases, candidates should say whatever the particular crowd of the day wants to hear. Quintus assures his brother that voters will be much angrier if he refuses to promise them their hearts’ desire than if he backs out later.
• Communication skills are key. In spite of the new and varied forms of media today, a poor communicator is still unlikely to win an election. 
• Don’t leave town. In Marcus Cicero’s day this meant sticking close to Rome.
• Know the weaknesses of your opponents— and exploit them. Rumors of corruption are prime fodder. Sexual scandals are even better. 
• Flatter voters shamelessly. First, nothing impresses an average voter more than having a candidate remember him, so work every day to recall names and faces. For a candidate must be a chameleon, adapting to each person he meets, changing his expression and speech as necessary.
• Give people hope. Even the most cynical voters want to believe in someone. Give the people a sense that you can make their world better and they will become your most devoted followers— at least until after the election, when you will inevitably let them down. People would prefer you give them a gracious lie than an outright refusal. People will by nature be much angrier with a man who has turned them down outright than with someone who has backed out of his obligation claiming that he would love to help them if only he could. The most important part of your campaign is to bring hope to people and a feeling of goodwill toward you. On the other hand, you should not make specific pledges either to the Senate or the people. Stick to vague generalities.

Politics is full of deceit, treachery, and betrayal. I’m not going to begin a long-winded discussion of how to separate true friends from false, but I do want to give you some simple advice. Your good nature has in the past led some men to feign friendship while they were in fact jealous of you, so remember the wise words of Epicharmus: “Don’t trust people too easily.”

Once you have figured out who your true friends are, give some thought to your enemies as well. There are three kinds of people who will stand against you: 

• those you have harmed.
• those who dislike you for no good reason.
• those who are close friends of your opponents. 

For those you have harmed by standing up for a friend against them, be gracious and apologetic, reminding them you were only defending someone you had strong ties to and that you would do the same for them if they were your friend. 
For those who don’t like you without good cause, try to win them over by being kind to them or doing them a favor or by showing concern for them.
As for the last group who are friends of your rivals, you can use the same techniques, proving your benevolence even to those who are your enemies.