Framing the Future

A veteran political consultant offers a crash course in the nuts and bolts of framing progressive political messages in ways that win elections.   Polls consistently show that most Americans are progressives at heart. By margins of at least two to one, we favor affordable healthcare for all, federal action on climate change, stricter gun control, safe abortion rights, and more. So why is it so hard for progressive candidates to win elections? Because, says Bernie Horn, most progressives don’t explain their ideas in ways that resonate with “persuadables”—the significant slice of the electorate who don’t instantly identify as Democrats or Republicans.   Framing the Future examines messaging strategies and concepts that have helped progressive candidates succeed across the nation, even in such conservative bastions as Montana, Arizona, and Florida. Drawing on rigorous polling data and firsthand experience, Horn explains how persuadable voters think about issues and make political decisions—and why, as a result, the usual progressive approaches are practically designed to fail.    Horn shows readers how to use three bedrock American values—freedom, opportunity, and security—to frame progressive positions in a way that creates a consistent, unified political vision that will appeal to persuadable voters. He even offers advice on specific words and phrases to use when talking about a variety of issues and ideas