The Mosaic Effect
How diverse political voices create stronger opposition
Although DEI has been banished to the hinterlands, corporate America relies on diversity for a very specific type of marketing. It’s called brand segmentation, a nuanced approach to expanding a market by creating products or messages for distinct groups rather than for a undefined mass.
This strategy is commonplace among companies serving large markets. Marriott offers its flagship for business and family travelers, the Ritz-Carlton for luxury guests, and Moxy for the budget-conscious, social crowd. Similarly, Nike’s mainstream brand focuses on everyday performance, while Air Jordan offers basketball-specific style and prestige. Their Converse brand appeals to counterculture, music lovers, and youth identity.
Segmentation works because it acknowledges two fundamental realities: People are motivated by different things and relevance drives engagement. Rather than being all things to all people, it offers multiple entry points into a shared vision by letting a brand tailor its messages and experiences to the desires of smaller groups. Done well, it creates stronger emotional bonds because each group feels understood – a requirement for loyalty and advocacy.
Creating effective segments requires more than offering slight functional variations. To serve multiple groups with iterations of the same thing, you must create and deliver a unique story with each version.
This storytelling does the heavy lifting. For example, if you buy the Apple Watch Ultra, you get a couple of extra sensors and more aesthetic choices, but the real benefit is the story. It tells others you are a serious athlete. Buy the SE and you’re still a cool person. You’re just not as likely to know your heart rate variability or care if you are training in your target zone.
These compelling narratives can only be developed through a deep understanding of how the people you serve want to be seen. You need insight into how they perceive the world, how they think, what they believe, and whether they respond more strongly to rational or emotional appeals. If you employ this approach as a politician, you need to know what keeps people up at night, and what makes them cheer in celebration.
Trump mastered this understanding in order to bond with his base, and anyone hoping to oppose him or his administration will have to do as well or better.
Different Voices, Different Segments
When I suggested America needed a brand refresh, my friend Steve noted that for change to be adopted by 350 million citizens would probably take segmentation. I wholeheartedly agree, and see encouraging signs of this as notable leaders from separate arenas and with differing agendas begin speaking up.
These voices raise distinct ideas that should spur debate. The most effective ones are not trying to polarize the country. They aren’t seeking the black and white sharpness of political opposition, but rather exploring the more grey zone of moral and intellectual opposition. This gives me hope because whether you’re building a national brand or resisting an authoritarian regime, the ability to rally diverse voices around tailored appeals is how you win.
As we learn of and listen to the emerging voices before the midterms, keep that requirement in mind. Viable candidates need a rational platform, but equally important, they need to be a key character in a distinct and compelling drama. Though it’s still early, several emerging narratives are promising.
The AOC and Bernie show is an intriguing combo, reminiscent of dozens of movies made in the 50’s and 60’s like My Fair Lady, where the older, wiser gentleman shares his wisdom with (and is upstaged by) the naive but clever waif. This one is likely to be underestimated because although it’s an odd pairing, many find it acceptable, believable, and inspiring.
JB Pritzker recently made news from a modest stage in Vermont. Echoing underdog characters played by Jimmy Stewart in any number of his films, Pritzker spoke from the heart and implored people to rise up against authoritarianism. His slightly chubby, pleasant-looking appearance is perfect for this part, especially since he’s a billionaire who could afford to obsess over his fitness but obviously does not, and we all agree that’s fine.
Adam Kinzinger is a Republican but in his recent interviews he’s honing in on the “I’m as mad as hell, and I’m not going to take this anymore!” character from the 1976 film Network. He’s taking risks and building his authenticity over time. Well worth watching.
California Governor Gavin Newsom has disappointed some with his measured deliberation, but to others, he signals pragmatic competence that marries liberal values with fiscal credibility. While not particularly charismatic, Newsom resonates with those who favor factual documentaries presented by an attractive, informative host.
Jasmine Crockett cuts through the constant drone of press releases like an amuse-bouche. I’d hang out with her even if I had to spend decent money and there was no chance she’d be my new best friend. She’s entertaining in a “black woman done with all this bullshit” way. Another easily underestimated story that resonates with women of all ages and ethnicities.
The other voices, while numerous, remain indistinct. I catch a phrase from Shummer, a threat from Warren, an earnest plea from Whitmer, but these wash over me amidst the news that we now pull people off the street and banish them to foreign prisons without any regard for established law. And upholding the Constitution is apparently optional.
Creating a Cohesive Image
Each of these speeches are more than opening forays in upcoming elections. They are signal flares launched to find and attract specific segments of the population. Neither the messages nor the spokespeople are competing with each other (yet); they’re laying the groundwork for a broad-based coalition that can eventually unite without participants feeling diminished. As I explained in an earlier essay, unity doesn’t require uniformity.
The final step will be merging all of these varied perspectives and priorities into a broader constituency. Though there’s a long way to go, any start is reassuring. As long as these voices don’t devolve into petty squabbles over minor issues or become too married to their specific message, they can blend together in a powerful symphony around progress and renewal arising from the ashes of a disruptive presidency.
Unifying segments requires discipline. Just as brands carefully define the different groups of people they serve, leaders need to recognize their coalition’s boundaries. They need to emphasize how they compliment each other, not how they compete. They need to advocate for their cohort, but not force those values on others.
Impossible? Maybe, but we’ve done this many times starting with creating the Constitution and the Bill of Rights. We did it in the mid-1800’s in response to the threat of growing slavery, and again in the early 1900’s to rebuild the country from the Great Depression. Successful companies do it every single day to improve their performance, their reach, and their loyalty scores.
We all have roles to play. Just as I’ve advocated choosing a single issue to fight for, we don’t need to blindly support every opposition voice. We can each pick one that resonates with us personally. We can fund it, share it, and amplify it. We can be dedicated members of our preferred segment while remaining ready to compromise and cooperate with other groups as the movement grows. We can work for our best interests while keeping the larger goal of a better future in our sights.
Eventually, this diversity can form a cohesive vision, a principled stand that still speaks to the distinct populations that define America. That’s the ultimate promise of DEI and it works well even if it’s not officially sanctioned.
Your Turn
I’m not pretending that issues don’t matter. I’m being realistic about how those issues get attention and gain traction beyond a minority. You can help figure out what works for you by playing along:
Which of the emerging political stories or characters speaks to you personally?
If no one is connecting with you yet, what type of story or character could reach you?
Bonus question (although you might want to get high to adequately contemplate it):
When we vote for characters (like Donald Trump), should we take them at their word, or should we assume they are designed to please us through their actions and won’t do the crazy stuff we don’t like?
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If you’re new here, an algorithm probably guided you. In that case, I recommend you confirm who I am, where my expertise lies, and what biases I may bring to my posts. If you want to read more, my foundational post, The Hidden Influence of Branding in American Politics is a good starting point.