, 4 tweets, 1 min read
One of the ironies of “oppo” is that the more other campaigns focus on tearing down a candidate, the more they validate that candidate’s position as the front-runner.
Producing an endless string of “opposition research” aimed at one candidate is such a double-edged sword.

1) Reinforces that the target is the leader - or else the attn wouldn’t be necessary

2) Digs in that candidate’s supporters and actually reduces their openness to negatives
3) Takes the attention off of making an affirmative case for a challenger

Oppo is a “category sale”. It says “someone else would be better” but does very little to lift up any specific “someone else” while entrenching some rigid support for the target.
Oppo is like pepper. You can sprinkle it as part of the recipe. It can be an ingredient.

Dump the whole shaker though and people won’t be all that excited about the chef.

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