Winning  the  Campaign    

Why  Aren’t  You  Angry?  

Željko  Zidarić  Civic  Innova1on  Incubator  October  27,  2014  

I  inkubator

Part  1  

Part 1

For those who are not angry at the things they should be angry at are thought to be fools, and so are those who are not angry in the right way, at the right time, or with the right persons; for such a man is thought not to feel things nor to be pained by them …

Aristotle 350 B.C.E- Nicomachean Ethics

Act

ivist

s

Vide

o In

dex

Anger in Campaigns

Part 1•  Thought provoker•  Your offense plan

Part 2•  Emotions in voters•  How anger works•  Evolution•  Psychology

Thought Provoker

Issu

eShould a candidate show anger during election campaign?

Yes, but the right type of anger, ��� in the right amount.

Q.

A.

When  was  the  last  1me  you  thought  about  your  candidate  using  anger  in  the  elec1on  campaign?    Should  a  candidate  show  anger  during  elec1on  campaign?    Commonly  accepted  answer  is  that  the  candidate  should  not  get  angry  -­‐  but  this  makes  no  sense  to  me  for  a  number  of  reasons.    I  think  that  it  might  be  acceptable  and  beneficial  for  the  candidate,  especially  a  challenger  candidate,  to  some  some  anger,  but  the  right  kind  of  anger  at  the  right  levels.  

Let’s  start  at  the  very  beginning.  Why  do  you  want  to  get  into  poli1cs?  Is  it  to  be  someone    or  to  do  something?    

Speaking  notes  

Que

stio

nWhy do you ���want to get ���

into politics?

To be someone,or

To do something?

Cha

nge

On what do you base your request for change? What is worth getting angry about?

Incompetent    Government  Malfeasance  

Corrupt  

Liar  

If  you  want  to  do  something,  that  means  that  you  think  you  can  do  something  beMer  than  the  incumbent  is  doing.        If  you  want  to  change  the  government,  on  what  grounds  do  you  want  to  bring  that  change?  Usually  the  reasons  are  significant.    The  incumbent  has  not  fulfilled  promises  or  they  have  been  negligent  or  incompetent  in  their  leadership.    

Are  large  or  small  changes  needed?    If  things  are  going  well,  then  only    Small  changes,  or  tweaks  are  needed  to  op1mize  the  system,  this  is  the  domain  of  management    Large  changes,  finding  a  new  way  of  doing  things,  is  the  domain  of  leadership.        Sp

eaking  notes  

Chan

ge

A

B3

CManagement

Leadership

Why are you a candidate?

B2B1

How big is your change?

Smal

l Cha

nge

A

B3

Management

B2B1

Present state = good No anger

Small ChangeIncumbent candidate

If  large  changes  are  necessary,  then  there  might  be  a  good  reason  to  be  angry    Are  the  people  angry?  How  angry  are  they?    How  angry  are  you  

Voters  decide  who  they  want  to  vote  for  based  on  the  character  and  the  policies  of  the  candidate.    More  oTen  than  not,  character  is  the  more  important  criteria.        Since  I  can’t  foresee  all  poten1al  future  issues  I  want  to  empower  a  leader  that  is  “like  me”  -­‐  does  candidate  share  my  values    Will  candidate  make  decisions  that  I  would  make?  

Speaking  notes  

Big

Chan

ge

A

C

Big ChangeChallenger candidate

How bad is the present state? - Should we be angry?

Dec

isio

n

•  moral fiber•  courage and strength•  psychological soundness•  genuine / authentic

Character Policy

Voters decide on

Common strategy ���= do not show anger in campaign

•  Unattractive and is unfriendly. •  Angry face = intimidation •  Angry face = untrustworthy

•  avoidance and defensive responses•  higher social dominance

Risk

Q: Why would I risk ���showing anger?

The  Commonly  accepted  rule  of  thumb  is  that  the  voters  can  be  angry,  but  the  candidate  should  stay  cool.    Why  would  I  risk  showing  anger  if.    Anger  is  not  aMrac1ve  and  is  unfriendly.      The  angry  face  in1midates  us  and  we  perceive  it  as  untrustworthy    The  Angry  face  triggers  avoidance  and  defensive  responses  but  anger  does  communicate  higher  social  dominance  

What  do  you  think  of  the  “show  no  anger”  rule?  does  it  make  sense  to  you.        Do  you  know  why  you  are  afraid  of  showing  your  emo1ons?  •  What  your  opponent  will  say?  •  What  the  pundits  will  say?  •  What  the  voters  will  think  of  you?    Sp

eaking  notes  

“They” say voters dislike "angry candidates”.

But why?

Are you afraid of •  showing your emotions?•  what the pundits will say?•  what your opponent will say?

What is wrong with being angry?

Risk

Lack

of S

tudi

es

Candidate emotion has been overlooked

CandidateVoters⌃

 

Maybe  it  has  something  to  do  with  the  fact  that  the  leT  is  more  fear  oriented  and  the  right  is  more  anger  oriented  and  there  are  more  leT-­‐wing  academics  than  conserva1ve  academics  doing  research.    While  there  are  cultural  variances  around  the  world,  Conserva1ves  overall  might  be  more  comfortable  with  an  angry  candidate  than  would  be  progressives.    

In  my  opinion,  we  really  do  not  know  much  yet,  or  we  have  ignored,  studies  of  emo1ons  in  the  candidates.    We  know  a  lot  about  how  emo1onal  voters  act  and  how  to  make  voters  angry  or  afraid  but  there  is  a  surprisingly  small  amount  of  literature  on  how  mass  behavior  is  affected  when  candidates  are  the  ones  who  nega1ve  express  emo1on.    There  are  a  lot  of  training  opportuni1es  to  perfect  your  happy  face,  but  not  your  disappointed  or  angry  face.  Do  we  avoid  anger  because  we  are  afraid  of  it?  

Speaking  notes  

Expe

ctat

ions

Conservatives want a ���

strong leader

Progressives���want a ���

caring leader

NAZI! PINKO!

Maybe  we  avoid  anger  because  We  know  that  we  do  not  like  it  when  people  are  angry  at  us.  Almost  everything  we  know  and  feel  about  anger  is  about  when  anger  is  directed  at  US  personally.    We  know  that  we  hate  having  people  be  angry  at  us  and  we  work  hard  to  avoid  it.    We  also  understand  why  we  get  angry  and  how  we  feel  when  we  get  angry.  We  know  what  this  anger  means.  

Now  think  about  how  you  feel  when  someone  gets  angry  on  your  behalf  and  defends  you  against  the  same  people  you  are  angry  at.  Have  you  had  this  situa1on  at  work  where  your  boss  got  angry  at  someone  that  was  doing  harm  to  your  team?    how  did  you  feel  about  your  boss  for  protec1ng  you?        Did  you  look  down  on  your  boss  for  ge[ng  angry?    Or  did  you  feel  good  about  it?  

Speaking  notes  

Cont

ext

AngerAngryLeader You

✗  You don’t like this

Anger directed at you

Cont

ext

You understand this

Anger directed at other

AngryYou OtherAnger

Cont

ext

Other

You like this!

AngerAngryLeaderYou

Anger in your defense

✔  

Cont

ext

The enemy of my enemy is my friend

CommonEnemy

The  enemy  of  my  enemy  is  my  friend  The  candidate  that  is  angry  like  I  am,  is  my  representa1ve    The  representa1ve  is  not  angry  with  the  base,  but    Angry  with  the  wrong-­‐doers        -­‐  The  incompetent,  negligent,  corrupt,      Angry  with  my  enemy,  those  that  brought  harm  to  me  

Before  we  get  into  the  defini1on  of  anger  we  need  to  make  clear  what  anger  is  not    Anger  itself  is  neither  good  or  bad  Anger  is  not  violence  or  aggression  There  is  a  difference  between  the  emo1on  and  the  behaviors  that  follow.  It  is  the  behaviors  that  come    from  our  anger  that  are  good  or  bad  Sp

eaking  notes  

Wha

t it i

s Not

BadGood

Anger   Aggression  

From Latin word angō

ango, angere, anxi, anctus

Definitions:1.  choke, throttle, strangle2. distress, cause pain, vex3. press tight

Anger

Defi

nitio

n

Anger  comes  from  the  old  La1n  word  ANGO  which  means  “TO  CHOKE”    Anger  is  a  warning  bell    that  tells  us  that  something  is  wrong.    Anger  is  an  emo1onal  response  related  to  one's  psychological  interpreta1on  of  having  been  threatened.  OTen  it  indicates  when  one's  basic  boundaries  are  violated.      

There  are  many  different  types  of  anger    Maybe  a  beMer  concept,  type  of  anger,  is  INDIGNATION  feeling  or  showing  anger  or  annoyance  at  what  is  perceived  as  unfair  or  unjust  treatment.    Indigna1on  is  oTen  composed  of  anger,  disgust,  contempt,  and  resentment.  

Speaking  notes  

Anger is a warning bell ���tells us something is wrong

Strong emotional response of displeasure, annoyance, antagonism or belligerence aroused by a wrong, a threat ���or as the result of some ���real or supposed grievance.

Anger

Defi

nitio

n

Syno

nym

Indignation Anger

anger+disgust+contempt+resentment.

Syno

nym Indignation

adjective •  morally good / right•  following religious

or moral laws

Righteous

noun•  anger caused by

something that is unfair or wrong

Syno

nym IndignationRighteous

Justifiable Anger

Righteous  =  morally  good  /  right  following  religious  or  moral  laws    Indigna1on  =  anger  caused  by  something  that  is  unfair  or  wrong      Righteous  indigna1on  is  Jus1fiable  Anger    There  are  many  types  of  anger  and  many  of  them  are  destruc1ve.  Jus1fiable  anger  is  construc1ve.  

There  is  only  one  form  of  “legal  anger”  in  the  Chris1an  belief  system  and  that  is  when  we  people  are  angry  at  the  same  things  that  God  would  be  angry  with  -­‐  harm  and  injus1ce  to  others.    The  right  type  of  construc1ve  anger,  shown  by  Jesus  in  the  cleansing  of  the  temple  also  known  as    •  Righteous  Indigna1on  •  Moral  Indigna1on  •  Moral  Outrage  •  Righteous  Anger      

Speaking  notes  

Righ

teou

s

Cleansing  of  the  Temple  

Construc1ve  Anger  

Righteous  Indigna1on  Moral  Indigna1on  Moral  Outrage  Righteous  Anger  Construc1ve  Anger  

Righ

teou

s

Moses  and  Golden  Calf  

Two types of anger

“anger of man”

“anger of God”

Be angry in a way that ���is righteous, that is ���a reflection of God.

Godly  anger  is  not  explosive,  but  is  only  slowly  provoked.  It  is  always  under  control.  It  does  not  lose  its  temper.  Godly  anger  is  legal  anger.  It  is  wrath  based  upon  men’s  viola1on  of  God’s  law,  and  it  is  anger  which  is  lawfully  expressed    For  those  that  know  the  story  of  Moses  and  the  ten  commandments,  was  Moses  jus1fied  in  ge[ng  angry  at  his  people  for  worshipping  the  golden  calf  while  he  was  receiving  the  ten  commandments  from  God?  

In  the  New  Testament  we  are  given  guidance  on  proper  anger    Be  angry,  and  yet  do  not  sin;    do  not  let  the  sun  go  down    on  your  anger,  and  do  not    give  the  devil  an  opportunity.            The  one  who  steals              must  steal  no  longer.                            Ephesians  4:26-­‐28    But  don’t  be  "self-­‐righteous”    defined  as  "filled  with  or  showing  a  convic1on  of  being  morally  superior,  or  more  righteous  than  others;  smugly  virtuous"  

Speaking  notes  

Righ

teou

s                      Righteous                                  Anger          

 Be  angry,  and  yet  do  not  sin;    do  not  let  the  sun  go  down    on  your  anger,  and  do  not    give  the  devil  an  opportunity.            The  one  who  steals              must  steal  no  longer.                              Ephesians                                4:26-­‐28    

Root

Cau

se

Emotion Reason

Emotion Reason

As  a  rule  of  thumb,    anger  that  is  based  primarily  on  emo1on  is  not  acceptable    “anger  of  man”    which  does  not  achieve    the  righteousness  of  God        anger  that  is  based  on  reason  is  acceptable    “anger  of  God”    which  is  an  expression    of  God’s  righteousness.    

Back  to  the  ques1on  about  why  would  I  risk  using  and  showing  anger  Anger  is  one  of  the  most  maligned  emo1ons    Righteous  Anger  empowers  •  leadership  poten1al  •  focus  on  the  prac1cal  •  willingness  to  accept  risks  •  feeling  of  control  and  op1mism  •  working  harder  to  get  goals  •  beMer  nego1a1ons    and  interac1ons    prevents  passive  acceptance            of  societal  wrongdoings    

Speaking  notes  

Rew

ards

Righteous Anger empowers•  leadership potential•  focus on the practical•  willingness to accept risks•  feeling of control and optimism•  working harder to get goals•  better negotiations ���

and interactions

prevents passive acceptance ��� of societal wrongdoings

Q: Why would I risk ���showing anger?

I am a patriotic citizen I love my country

I’m angry !!!

Why aren’t you ???

Your Offense Plan

Act

ion

“Usually when people are sad, they don’t do anything. ���They just cry over their condition. ������But, when they get angry, they bring about a change.” - Malcolm X

Pers

pect

ive

Now  that  you  have  started  thinking  about  anger,  let’s  now  look  at  how  anger  can  be  used  in  the  campaign.    In  an  elec1on  campaign,  it  is  not  enough  to  get  people  to  like  us  -­‐  we  need  them  to  do  something  -­‐  vote!      Malcolm  X  said  “Usually  when  people  are  sad,  they  don’t  do  anything.    They  just  cry  over  their  condi1on.      But,  when  they  get  angry,  they  bring  about  a  change.”  

Anger  can  be  a  tricky  emo1on  for  a  poli1cian    Electorate  can  be  as  angry  as  they  want.  Poli1cian  must  be  more  temperate.  Temperate  -­‐  that  is  the  key  word.  How  to  be  under  control.    Every  campaign  will  be  different  because  of  the  changing  landscape  of  the  social  and  poli1cal  environment    but  in  every  campaign  you  must    •  Be  genuine  •  Love  what  you  do  •  Share  your  values  •  Show  emo1ons  

Speaking  notes  

Cam

paig

n

Be genuineLove what you doShare your valuesShow emotions

Cam

paig

n Anger can be a tricky emotion for a politician

Electorate can be as angry as they wantPolitician must be more temperate

Give voice to voters' frustrationsChannel their anger

Def

ense

Sys

tem Fear

Anger

Humor

Positive

Promise

Hope

Mar

ketin

g4 Csof PoliticalMarketing

4Ps of Marketing• Product• Price• Place• Promotion

Cause

Constituencies

ComparativeAdvertising

CelebrityEndorsement

Everyone  of  us  has  developed  a  “defensive  shield”  that  protects  us  from  the  constant  barrage  of  adver1sing  that  we  are  inundated  with  every  day.  Just  because  your  adver1sing  is  poli1cal  during  a  campaign  does  not  mean  that  the  person  will  open  their  mental  doors  and  let  your  ideas  in.    We  need  to  find  a  way  in.    Emo1onal  messages  using  emo1ons  such  as  fear  and  anger,  along  with  humor  have  a  beMer  chance  to  break  through.    We  can’t  ignore  fear  and  anger  -­‐  it  is  encoded  into  our  DNA.  

You  know  the  4  Cs  of  poli1cal  marke1ng    But  remember  when  I  asked  whether  you  want  to  be  a  poli1cian  because  you  want  to  be  someone  or  to  do  something?    What  you  want  to  do  is  your  cause.  Iden1fy  it  clearly.  Communicate  it  passionately    You  also  already  know  the  4  Cs  of  story-­‐telling.  Think  of  all  the  stories  you  have  heard  all  of  them  tug  on  your  emo1ons  to  create  a  stronger  connec1on  with  you,  the  listener      

Speaking  notes  

Your

Sto

ry

4 CStorytelling

Connection Comprehension

Credibility Contagiousness

Conn

ect

GenuineAlignment•  Words•  Actions•  Feelings

Use  the  knowledge  we  have  of  mirror  neurons  to  connect  at  deeper  level.  In  prepara1on  for  the  campaign,  you  have  met  with  people  and  your  team  has  researched  the  mood  of  the  people  with  a  specific  focus  on  your  base  of  supporters.    You  know  how  they  feel.  Mirror  them.  Mirror  their  feelings      Think  about  how  knowledge  of  mirror-­‐neurons  can  make  your  message  more  genuine  by    Aligning    Words,  Ac1ons,  Feelings  

You  are  an  expert  at  the  rhetorical  triangle  -­‐  also  going  back  to  the  days  of  Aristotle.  The  three  components  being  Logos,  Ethos,  and  Pathos    Ethos-­‐  is  personal  credibility  of  the  speaker  You  might  have  the  best  stories  and  the  best  evidences,  if  your  listeners  don’t  think  you’re  credible,  you  won’t  persuade  them  of  anything…    Logos  is  logic  -­‐  it  appeals  directly  to  the  leT  side  of  the  brain:  our  logical  senses.    If  you  want  to  persuade,  you  need  to  build  a  strong  argument,  with  logical  facts,  sta1s1cs  and  evidence.      Pathos  is  emo1on  and  appeals,  the  right  part  of  our  brain.  You  want  to  create  feelings  in  your  audience.    In  marke1ng,  they  say  that  it’s  the  emo1ons  that  make  the  consumers  buy  the  products.  Their  reason  only  comes  up  with  jus1fica1ons  aTerward  

Speaking  notes  

Pers

uasi

on

Rhetoric

LogosReasonLogic

Message  •  Structure  •  Comparisons  •  references  

Speaker  •  personal  branding  •  credible  sources  •  confidence  

Audience  •  vivid  language  •  Inspira1onal  •  stories   Pathos

EmotionValues

EthosCredibility

Trust

Com

mun

icat

ions

“Total Liking” 7%Words

55%Body

Language

38%Tone ofVoice

35%Verbal

65%Non-Verbal

CommunicationComponents

You  also  know  that  body  language  and  how  you  communicate  your  message  is  more  important  than  what  you  say  -­‐  in  having  the  listener  like  and  accept  accept    what  you  have  to  say.    By  some  es1mates,  less  than  10%  of  the  likability  of  the  communica1on  comes  from  the  words  themselves    congruence  =    Are  the  words  being  spoken  match  the  tone  and  the  body  language?      

Emo1ons  affect  your  words,  your  voice  and  your  body  language    You  choose  words  based  on  their  emo1onal  connota1ons.  Your  emo1ons  determine  the  tone  of  your  voice  and  your  emo1ons  are  seen  in  your  body  language    I’ll  say  it  one  more  1me  -­‐  To  be  genuine,  your  words,  tone  of  voice  and  body  language  must  align.  

Speaking  notes  

Be G

enui

ne“Total Liking” 7%

Words

CommunicationComponents

55%Body

38%Voice

EmotionsAffect

Cam

paig

n Your narrative

When you attack

When you are attacked

In  your  campaign  there  are  Three  opportuni1es  for  anger    In  your  narra1ve,  in  your  Assessment  of  the  state  of  the  na1on  you  can  show  indigna1on  on  behalf  of  everyone.    When  you  aMack  -­‐  cri1cally  asses  the  past  performance  of  the  opponent  and  you  will  debunk  the  poten1al  of  their  promises.    When  you  are  aMacked    -­‐  will  you  ignore  untrue  aMacks?  No!    what  kind  of  a  person  doesn’t  defend  themselves?  How  you  react  communicates  a  lot  about  your  character  to  the  voters.  You  want  to  be  quick  and  strong,  but  your  response  must  be  in  propor1on  to  the  allega1ons  

One  of  your  most  interes1ng,  controversial  but  effec1ve  tools  is  the  nega1ve  campaign.    Nega1ve  does  not  mean  bad,  but  that  it  is  focused  on  your  opponent  rather  than  yourself.    In  the  nega1ve  campaign,  specifically  in  the  aMack  ads,  You  will  show  your  jus1fiable  anger.    AMack  ads  are  riskier  -­‐  ensure  they  are  true.    Safer  are  the  compare  and  contrast  adds  which  show  how  you  and  your  opponent  differ  and  how  you  are  superior.    For  more  detail,  watch  my  video  on  nega1ve  campaigns  

Speaking  notes  

Cam

paig

n

NegativeCampaign

CompareContrast

Attack

You +

Them -

All aboutopponent

Primary  

Secondary  

Neg

ativ

e A

ds

DirectYou Them

Polite Attacks

•  politely aggressive•  Stay respectful•  not be ad hominem•  about ideas, policies and failures

The  candidate  should  make  polite  aMacks.    AMack  in  a  way  to  build  the  candidates  strength  and  character  while  minimize  risking  of  misinterpreta1on  and  blowback    

Harsh  aMacks  should  be  carried  out  by  arms  length  third  par1es.  Others  can  show  more  anger  than  can  the  candidate  -­‐  The  objec1ve  is  to  show  the  anger  of  the  people,  and  destabilize  the  opponent  trying  to  make  them  stumble  in  their  narra1ve.  -­‐  but  even  here  the  character  of  the  campaign  can  be  tarnished  by  outlandish  aMacks.    Sp

eaking  notes  

Neg

ativ

e A

ds

YouThem

Indirect

ThirdParty

Harsh Attacks

Med

ia Excitement

Drama

Controversy

the  media  is  always  looking  for  excitement,  drama  and  controversy.      Never  forget  that.  If  you  want  to  be  in  the  media,  you  need  to  provide  drama  and  excitement.    Urgency,  crisis  and  emo1onal  appeals  are  more  interes1ng  than  analysis  of  policy  problems  and  presenta1on  of  plaqorms.  

Like  any  bestseller,  your  narra1ve  needs  to  have  an  emo1onal  flow.  Happiness,  sadness  or  fear,  resolve  to  fight,  victory  happiness  again.    The  emo1onal  structure  of  your  communica1ons  will  vary  with  the  situa1on.    How  much  1me  you  spend  happy  and  hopeful  and  how  much  1me  you  spend  angry  will  vary  -­‐  but  every  story  has  an  emo1onal  component  -­‐  the  highs  and  the  lows.  

Speaking  notes  

Emot

iona

l Trip

Angry

Disappointed

Satisfied

Happy

Media•  Drama•  Excitement

Cont

ext

Angry

Disappointed

A CB

Some1mes  the  media  is  not  your  friend.    If  the  media  can’t  find  excitement,  drama  or  controversy,  some1mes  they  will  create  it      In  the  modern  media  age  where  the  sound-­‐bite  is  king  and  the  media  spins  things  out  of  context  by  showing  a  20  second  clip  of  something  without  the  build-­‐up  without  the  proper  context.    Without  context  the  media  can  make  you  look  foolish    Ensure  that  your  anger  is  well  scripted  -­‐Show  strength,  but  be  in  control.  

Your  values  and  your  personality,  your  character,  are  part  of  your  personal  brand.  Who  you  are  as  the  leader  also  defines  the  brand  of  your  poli1cal  party.    For  more  detail  see  my  videos  on  brand  management    People  will  trust  you  if  you  look  out  for  the  interests  of  others  and  not  just  your  own.    Your  jus1fied  anger  must  be  on  the  behalf  of  your  cons1tuents  

Speaking  notes  

Your

Bra

nd A  brand  is  •  promise  to  deliver  •  warranty  of  quality  •  complex  symbol    -­‐  Philip  Kotler        Marke1ng  Management  

Brand  

Personality  

Customer  

Trus

t

TrustAlways act

with honesty and integrity

Keep your promises

Look out for interests of others,

not just your own

Openness in communication

with everyone

Char

acte

rMore Dominant

YouThem

subordinate

Char

acte

r

YouThem

lacking motivation

More Motivated

Anger  is  seen  as  increasing  the  level  of  perceived  dominance  in  both  men  and  women.    Do  you  want  to  be  the  dominant  alpha  or  the  subordinate  beta?    The  angry  person  is  perceived  to  be  more  mo1vated  to  take  ac1on.  Remember  -­‐  you  want  to  get  into  office  to  DO  SOMETHING  to  take  ac1on    The  smart  angry  person  is  more  likely  to  be  on  the  offence  their  narra1ve  pu[ng  your  opponent  on  the  defense    

Once  again  -­‐  remember  -­‐  cool  controlled  anger  wins    There  are  different  levels  of  anger    Get  angry  at  a  level  that  s1mulates  ac1on  -­‐  to  overcome  and  undo  the  harm  is  the  appropriate  level  of  anger.    The  proper  level  of  anger  will  show  your  focus,  concentra1on  and  resolve    Being  livid  and  losing  control  is  not  a  good  way  to  show  who  you  are.    

Speaking  notes  

Char

acte

r

YouThem

defense

Go on Offence

Face

s of A

nger

✔   ✗  

You

Got

It!

How to handle ��� Righteous Indignation

1.  React immediately … 2.  … but contemplate3.  Confront root cause 4.  Have a clean heart 5.  Don't sin 6.  Make a difference.7.  Stay in controlH

ow to

Rea

ct

stee

ly re

solv

e

Performan

ce  

Poor  

Good

 

EmoDonal  Arousal  

Low  Under-­‐aroused  

High  Over-­‐aroused  

Op1mal  Zone  Maximum  Performance  

Moderate  Op1mal  

Opt

imal

Ang

er

Bored  

Alert   Anxiety  

Panic  Calm   Stress   Distress  

Anger,  is  a  stress,  and  has  an  op1mal  zone  for  op1mal  performance  Too  liMle  anger  and  you  are  ineffec1ve  Too  much  anger  and  you  are  ineffec1ve    You  need  to  find  the  sweet  spot  Just  enough  stress  to  be  mo1vated  and  mo1va1ng    -­‐  without  turning  people  off  

Your  op1mal  anger  in  the  campaign  will  be  shown  through  words  Aggressive  request  for  Change    Strong  Communica1ons    Clear  Communica1ons  

Speaking  notes  

Frustrated  Offended  Annoyed  Displeased  

Thoughts  Felt  but  not  Communicated  M

ILD  

MED

IUM  

HOT  

AcDons  Losing  temper  –  rage  Physical  ac1on  

Words  Aggressive  Change  Request  Communicate  Strongly  Communicate  Clearly    Communicate  Ineffec1vely    

Enraged  Livid  -­‐  Furious  Belligerent  

Indignant  Perturbed    Irritated  Resenqul  

Ang

er L

evel

s

Virt

ues

ExcessDeficiency Mean

Aristotle  developed  a  model  of  virtues  which  state  that  it  is  not  good  to  have  either  an  excess  of  deficiency  of  a  trait.        The  ideal  is  to  be  in  the  middle    Having  too  much  anger  leads  to  irascibility,  irritability  and  wrath  and  this  is  not  aMrac1ve.    BUT  for  leadership  posi1ons  having  a  liMle  too  much  can  be  considered  ANDRODIES  -­‐  manly.  Those  that  are  manly  may  be  fit  to  command  

Not  having  enough  anger  is  considered  to  be  meekness,  a  lack  of  spirit.  People  with  this  deficiency  are  considered  foolish  and  servile  

Speaking  notes  

Moral Virtue of TemperamentConcerned with Anger

Virt

ue

PatienceGentleness

Deficiency Mean Excess

Moral Virtue of TemperamentConcerned with Anger

Virt

ue

PatienceGentleness

IrascibilityIrritability

Wrath

Deficiency Mean Excess

andrōdeis May be manly and fit to command

Moral Virtue of TemperamentConcerned with Anger

Virt

ue

Lack of SpiritMeekness

PatienceGentleness

IrascibilityIrritability

Wrath

Deficiency Mean Excess

Considered foolish and servile

Part 2

… and, since he does not get angry, he is thought unlikely to defend himself; ���and to endure being insulted and put up with insult to one's friends is servile.���

Aristotle 350 B.C.E- Nicomachean Ethics

Act

ivist

s

At this moment, maybe New Democrats are looking for a warrior.���“I think that’s something that our party will benefit from,” says ���NDP MP Don Davies.Ex

ampl

e 1

Thomas MulcairNDP - Canada

Exam

ple 2 Angry Boxer

Friendly Grandfather

Thomas  Mulcair  won  the  leadership  of  the  New  Democrat  Party  in  Canada    At  this  moment,  maybe  New  Democrats  are  looking  for  a  warrior.  “I  think  that’s  something  that  our  party  will  benefit  from,”  says    NDP  MP  Don  Davies.    “What  I  see  in  Tom  is  he’s  passionate  and  he’s  principled  and  he’s  not  afraid  to  speak  his  mind,”  says  NDP  MP  Don  Davies,  who  has  endorsed  Mulcair.      By  the  way,  a  beard  makes  you  look  more  manly  and  strong.  

Different  1mes  require  different  reac1ons    “At  the  end  of  the  day…  violence  was  the  only    weapon  that  would    destroy  apartheid.”    ~  Nelson  Mandela,    1959,  Angry  boxer    Nelson  Mandela  was  not  sent  to  prison  because  of  his  poli1cal  views.    He  was  sent  to  prison  because  he  was  a  terrorist  -­‐  a  revolu1onary  in  his  young  angry  boxer  days.    

Speaking  notes  

Exam

ple 3

Beware of becoming a volcanic ���Steve Jobs

Steve JobsApple

Anger is like saltA little bit - just the right amount – ���

makes the food taste good but ���adding too much makes it inedible.

Cam

paig

n Sp

ice

Your

Fee

lings

What is your gut feel ���about anger?

Many opinionsMany options

Vide

o In

dex

Anger in Campaigns

Part 1•  Thought provoker•  Your offense plan

Part 2•  Emotions in voters•  How anger works•  Evolution•  Psychology

Cont

act Zeljko  Zidaric  

Civic  Innova1on  Incubator    zzidaric@gmail.com