What It Takes: The Way to the White House by Richard Ben Cramer marks the longest book I’ve ever read, at 1430 pages. The book follows the 1988 Presidential and prior campaigns of George HW Bush, Bob Dole, Joe Biden, Gary Hart, Michael Dukakis, and Dick Gephardt, leading up to the Republican and Democratic primaries. It was incredibly detailed, going back even to their childhoods. The two major takeaways for me were that Washington DC power is dictated by knowing and the fact that people know you know, and that a person who wants to be President of the US must give up all privacy. “In the end, we have only one nonnegotiable demand for a president...: that is totality,” (p1382).
There were a few interesting themes in this book: the roots and personality of each candidate were similar, no candidate had the privilege of privacy, the power of the consultant class, the trend of negative and angry campaigning to gain an edge, and a shift in journalistic priorities.
Interestingly, all the candidates were portrayed as the hope of their hardworking families, highly motivated, inspirational, driven people. “Why would he give his life over to this, if it were not for the notion that he could do something great?” (p259); George HW Bush came from the most privilege, but he got hardworking 'credit' for having taken on the 'adventure' of leaving high society and the Northeast for desolate west Texas, seeking a fortune in oil; Bob Dole came from a part of Kansas then called “the Great American Desert”, fought in World War II, became disabled, and worked his way to Senate; Joe Biden grew up poor, living with a lot of family in a small house; Michael Dukakis came from an immigrant family who worked their way to successful lives in Brookline, MA; Gary Hart came from rural, religious Kansas; and Dick Gephardt came from a modest home and worked his way to the House. Some people had that interpersonal spark, like Bush, Biden, and even Hart, but Dole, Dukakis, and Gephardt were organizers: knocking on doors till they reached the top. All of them had that drug-like feeling, “the feeling you could make a difference- a big, thumping, history-denting difference in the lives of all those people,” (p934). Ultimately, while some candidates focused on issues, the prevailing candidate held no positions at all: Bush refused to put “himself into positions…Why should he? The fact was, he wanted to be President. He didn’t want to be President to do this or that,” (p1105). Dole took positions but was most hungry for the seat. This underscores a key difference between the candidates; the people on the Democratic side were driven to Presidency to do something, and the best candidates, those driven out, were driven out by the pressure to be something.
The book heavily focused on the personal trials associated with running for President, most especially for Gary Hart. Gary Hart knew “they’d have to come at him; They’d try to make him the issue,” (p257), and this eventually drove him out of the race. His home was staked out by press; photos manufactured; his life publicly destroyed- none of which related to his positions on real issues of presidency. They thought, “What was wrong with this guy- didn’t he believe in the public’s right to know?” and Gary Hart was the only one to really question what the public had a right to know (p558). That doubt marked the end of his political career and the end of any press support for his candidacy. After emotionally recovering from the public humiliation by the press, Hart re-entered the race compelled by his ideas. When he did, the LA Times cruelly wrote “Sit down, Gary. You have nothing to say. You have no place in public life in this country,” (p1286) meanwhile, the affair that took him down was never proven, his privacy invaded, the debate never on the issues, and his family life distraught…for nothing. The story of Gary Hart was especially disappointing and cruel to me, as he was the candidate with the most substantiated policy ideas and the most potential to impact global politics, but he never got the real chance because, in the court of the press, and thus, the court of public opinion, he was guilty of poor character.
The book also highlights the value and power of high level campaign staff with colloquialisms like “The Big Guy” or “White Men,” as those who couldn’t be questioned on their campaign strategies, but cost the campaigns tremendous amounts of money. Bob Dole was mismanaged; he tried to give up control of his campaign and trust the process, but his guys ran snow ads in Florida and cost him over $12,000 per month. Dole and Gephardt seemed most exploited by the ‘consultant class’ with poor ads and advice.
As the race heated up, candidates really only picked up ground by getting angry and populist. Marking the turn in Bush’s campaign, his voice held “new conviction…and contempt,” (p1219). In relation to Bush vs. Dukakis, “Blood-roar…the nation seemed to demand it, or at least expect it, in the closing days…it was ugly, brainless…but Bush kept at it,” (p1381). Bush pushed further right to attract a strong GOP base to the party including pushes to get out of the UN, despite his service as a UN ambassador (p613). Gephardt also adopted a populist isolationistic trade policy intoned with contempt and nationalism that elicited the response he needed to edge into the Iowa race. Bush and Gephardt employed contempt most, and it’s interesting to note the emotional impact geographically, most effective in South and Midwest as remnant of Nixon’s Silent Majority, as well as its use today.
Finally, signaling the shift in journalism away from news and towards views, “what they wanted was a comment- to show they’d called, [but] a no-comment was just as good,” (p923). This put immense pressure on candidates to show up perfectly and have no personal boundaries. For candidates, “telling the story was just as important as being right” (p278). Candidates like Dole, Hart, and Dukakis hoped that the public would just see they were right. Some would be frustrated that the issues generating views were not the issues people voted on. Further, the press was often the only way to connect with voters en masse. “There’s an intimacy with the voter, the most personal vote anyone ever makes…and there’s got to be something shared, a personal, intimate connection, or it doesn’t fly,” (p332). Without the press, this wouldn’t happen.
Overall, this book was long, but full of great political nuggets of wisdom that still ring true today. Some of my favorite extra notes and quotes are below.
Thanks to my brother, Jeremy, for this recommendation!
Miscellaneous
“John Kennedy, and Bobby, and Martin Luther King: Just because our heroes were murdered, does not mean that the dream does not still live…buried deep…in our broken hearts,” (p379), a speech quote by Joe Biden.
Interesting thought by Joe Biden related to the Judge Bork hearings for the Supreme Court related to this idea that a river of power flows through America; some people stand at the edge and some people get to swim their whole lives, anywhere they want to go, and it comes from the Ivy League (p718).
Bob Dole “understood what the people understood: if we’re all…Standing So Tall..why am I getting screwed?” (p797).
Joe Biden referred to some people as “got-mines”: “’Got mine…go get yours!”, people who wanted the government to do…not much” (p1273).