We Stand United

Fighting The Poison of Bad Faith Politics

We are a coalition of Democrats, Republicans, Independents and Americans of all political beliefs. We believe in the power of good faith political debate from all sides to give us the best answers to the great challenges facing our nation. 

We are deeply troubled, however, by the rise of a dangerous new approach to winning elections: bad faith politics. The practitioners of bad faith politics prioritize power above good governance. They will say anything and do anything to win and maintain power. 

Bad faith politics can occur on the right or the left. It is really simple to identify when you know what to look for: its practitioners blame the “other” – e.g. “liberals”, “right wing nut jobs”, immigrants or the opposing party. They win through fear and division.

These are the people we built Hometown Values PAC to fight against.

Donald Trump is the boy king of bad faith politics.

He and his enablers have successfully attacked the very notion of objective truth itself under the guise of “fake news”. This an old trick, effectively employed among other places in Nazi Germany:

“It would not be impossible to prove with sufficient repetition and a psychological understanding of the people concerned that a square is in fact a circle. They are mere words, and words can be molded until they clothe ideas and disguise.” ― Joseph Goebbels

Trump’s bad faith is easy to identify: his public finger-pointing at nearly everyone (even members of his own party) gives it away. He finds some “other” to demonize, never taking responsibility himself.

The Anti-Venom

Bad Faith Politics is a venom running through the body politic of America, dividing families and communities. The anti-venom to bad faith politics is not facts or logic. A logical argument against a bad faith actor actually legitimizes the bad faith actor, creating the perception that there are “two sides” even if one side is an easily proven falsehood.

The anti-venom to bad faith politics is to make the bad faith actors irrelevant. They needed to be pushed to the fringe where they rightly belong. You need to demonstrate, through humor and satire, how deeply out of touch autocrats really are with the people who give them trust and power. Bad faith politicians are inevitably narcissists who use people to get what they want, and dispose of them when they are no longer useful. 


Our campaigns are fundamentally different than the political marketing you see today. They are based on research into voters’ subconscious thoughts and feelings. We identify what really matters to them and speak to it. Our techniques are based on ‘Lakoff principles’ – the art of reframing issues with visual metaphors. Then we develop image-based messages that “stick” – they go straight to voters’ hearts, the place where reflection and belief change happens.

We often employ humor and satire to reach people. Humor is underestimated as a political persuasion tool, but it has brought down autocratic regimes before. For example, the Milosevic regime in Serbia was brought down by the Otpor! movement that used humor as its primary tool. 

Scaling A Proven Digital Model

Most money spent on political persuasion today is completely wasted. Particularly in digital, if you don’t know what you’re doing, you can spend enormous amounts of money with any real effect. Luckily, we know what we are doing. Our team has built brands and run digital campaigns that have captures the hearts AND minds of millions. We applying these future edge tactics to the most important project of our careers: pushing back on the forces trying to cause a civil war in the USA by dividing us. 

To attract financial support at scale, you can’t just talk – you need to show that what you’re doing really works. That is why our digital strategist, David Goldstein, raised money from family and friends to defeat bad faith politician Roy Moore in Alabama in 2018. He did this in a careful manner as a controlled test of digital persuasion – to show that it was the digital intervention that made the difference. His efforts moved the results by 4% – enough to change the outcome of the 2016 election four times over. We are deploying these techniques at national scale in 2020.

You can read more about this intervention here.

Our Launch Campaign: All Hail the Boy King

The battle against bad faith is fought through metaphors, delivered digitally at scale. 

Through fundamental subconscious research, the metaphor for Donald Trump that resonates most broadly is that of a bullying boy king. 

Many times in history, a boy was given power which he did not have the character or emotional maturity to wield. The result was erratic, cruel, narcissistic leadership that was a danger to the realm. Think Joffrey from Game of Thrones.

Donald Trump never developed the character, discipline or maturity to manage a small business, let alone wield great power. The resulting erratic behavior and betrayal of longtime allies is very similar to those of a boy king handed absolute power.