FOURTH, USE THE BULLY PULPIT.
The Obama team doesn't understand the modern presidency. FDR, LBJ, Reagan and Lil' Bush what they wanted because they understood these principles. You have to talk about your bill incessantly. You have to talk about it with gravitas. You have to go over Congress's head and get people to lean on them until they fear it will cost them to be on the wrong side of public opinion. Think of the obsessive campaign lil' Bush ran to sell the Iraq war. Big speeches, loads of public appearances, relentlessly beating the same drum. No distractions. Message coordination with pundits, intellectuals and activists. Total media domination, intimidation and delegitimation of anyone who dared oppose the policy. Ironically, Obama hasn't expressed one-tenth the intensity that Bush brought to policies the public didn't want and jammed them down their throats.
FIFTH, LEAN ON YOUR OWN PARTY.
LBJ would get right up in faces, towering over them, and causing political figures normally otherwise possessed of large egos to minimize the amount of LBJ's spittle that ended up on their foreheads. The guy knew how to intimidate you. He knew how to stroke you. He knew what you cared about. He knew your pressure points. He knew how to appeal to your sense of history. He knew how to take advantage of your pettiness. He knew how to twist your arm. And, if necessary, he knew how to rip it right out of its socket. He just knew how to pocket your vote. Obama is the polar opposite of LBJ. He is not only being dictated to by Congress, but he actually set it up that way. He has stood for nothing in his negotiations on major bills, and that is precisely what he has in his pocket so far as he slinks back home, beat and bruised, wobbling down Pennsylvania Avenue. You wanna win? You gotta discipline your own troops first.
SIXTH, MAKE THE OPPOSITION PAY.
Right now, regressives are taking outrageous pot-shots at Barack Obama, Democrats and all of their initiatives. And why not? No one ever calls them on it. No one ever makes them pay. No one ever shames them when they say ridiculous things. No one ever puts them on the wrong side of history.
SEVENTH, BET THE FARM.
If you're pushing some big legislative package, you might as well act like you're betting the farm, cause you are. Look at the Democrats today. They've hardly telegraphed to anyone that these are all-in questions, for which they're willing to risk a lot, and punish a lot. And yet they are, in fact, high-stakes gambles, because their opponents have made them that.
And that's it, folks. That's how you govern in Washington. That's how you win.
Obama is an awfully nice guy. He seems like a good father. Maybe he's even a swell dancer, too.
He just doesn't know squat about how to govern.
Excerpted from David Michael Green, a professor of political science