In 1992 when Arkansas Governor Bill Clinton was running for president against George Bush Senior.
A pivotal point in the campaign came on the night of the second nationally televised debate, during which the president and his opponent faced questions from a live studio audience.
One woman asked the candidates a rather confusing question…
‘How has the national debt affected each of your lives?
And if it hasn’t, how can you honestly find a cure for the economics problems of the common people if you have no experience in what’s ailing them?’.
President Bush was in the unenviable position of having to answer first.
‘I’m sure it has,’ he said, sitting on the stool in front of the stage.
‘I’m not sure I get the question…..well, you ought to be in the Whitehouse for a day and hear what I hear…’.
He struggled for a while longer, talking around the question but never directly addressing it.
Finally, it was Clinton’s turn.
He got down from his stool, walked towards the woman and said, ‘Tell me, how has it affected you?’
She talked and for every problem that she raised, he responded with an aspect of his economic plan, phrased in the language and experience of his questioner.
Many political commentators believe that, in that moment, Bill Clinton won the American presidency.
Make people feel valued by listening to their concerns.
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