Lew explores some of the differences between running a primary and a general election campaign. A general election campaign in most locales is much shorter than a normal primary campaign to win the party nomination. There are more voters in the general election, and particularly more low information voters, which requires spending more money to reach them with your message.

And then there is the fact that the campaigns you beat in the primary may not, or they may, endorse you. It can be weird either way. Campaigns need to staff up for the general election and the pressure is on to bring in staffers from other campaigns. This can be a real problem for an America First candidate who prevailed against RINOs in the primary.

Depending on the composition of the district, the type of general election opponent you draw, and the strength of your candidacy you are likely to have to persuade a new group of voters to join your primary base in supporting you, whether its RINOs who voted against you in the primary, or conservative but reluctant voters who aren’t registered or don’t vote very often.

In an earlier era it was standard practice for politicians to change and soften their message when they went into a general election. But today for the MAGA or patriot candidate consistent, forthright messaging is the only way to build a grassroots army large and enthusiastic enough to offset a likely money shortfall. Most of our candidates, not tethered to the special interests. have to deal with a lack of funds.

Finally, the general election candidate has to be able to pivot quickly after winning to selecting a competent staff that shares his sense of urgency about making some real changes, a critical element for the candidate to be effective as an officeholder. In addressing this topic Lew discusses questions about Donald Trump’s political operation.

There is the concern that the people who currently run Trump’s campaign may try to sideline loyalists after a Trump victory, just as they have kicked Trump backers to the curb who have been involved with Project 2025. They view Project 2025’s data base with 5,000 vetted potential Trump staffers as usurping what they see as their future role: running the transition team that will indeed make a few thousand personnel decisions to staff up a new Trump administration.

As FDR once said “personnel is policy.” It is Midnight in America and the Trump team has to get this right, rising above anyone in their ranks who would sacrifice our future to build their own, short-term powerbase.