Head vs. Gut, or IQ vs. EQ

After following the Democratic and Republican presidential campaigns closely for many months now, particularly the responses to the two vice-presidential nominations, it seems that the Democrats have once again opted for the "Head" or "IQ" strategy and the Republicans, once again, have opted for the "Gut" or "EQ" strategy.

True to form, the Democrats nominated an exceptionally intelligent candidate--erudite, very well-educated, but more than a little arrogant--as they have in the recent elections. The Republicans, also true to form, nominated a candidate of average intelligence who comes across as "Joe Everyman." Sen. Obama clearly has the far higher IQ, while Sen. McCain has a much stronger EQ. Obama is who you would want as your teacher; McCain is who you'd want to invite over for dinner. Sound familiar?

The same pattern was also repeated in their vice-presidential elections. Sen. Biden is the smarter, more experienced candidate, but is very arrogant and has trouble "connecting" with people. Gov. Palin, on the other hand, is certainly not the sharpest knife in the drawer, barely got through her college education, yet her personality is magnetic and she easily connects with people and can excite a crowd in a way that Biden could never even dream of doing.

I could go on and on with the comparisons, but I'm sure you get the point.

The problem for the Democrats is that most Americans use their gut to decide for whom to vote, not their head. For most Americans it is an instinctual choice, not a rational choice, and one driven largely by emotion and comfort-level. In that way, it is analogous to how most people choose whom to marry: not rationally, not carefully weighing the pros and cons, but based on what their gut tells them. Marketers have known this truth for a long time--most "big" decisions are far more emotional than intellectual. Think houses, cars, colleges, etc.

In 2000 and again in 2004, Bush was the candidate people wanted to have a beer with, the candidate with whom they felt comfortable because he was "one of us." Gore and Kerry were clearly the intellectual superiors, but who came across as arrogant and condescending; sophisticated, to be sure, but not "like the rest of us." Gore and Kerry appealed to the country's educated elites, and Bush connected with people in the rest of the country.

The same pattern is repeating itself in this election. Obama made the "smart" choice in selecting Biden who nicely compensates for Obama's lack of experience in foreign affairs. It was the wise, carefully considered selection. McCain, on the other hand, made the "emotional" choice, choosing Palin after having only met her once, but clearly someone with whom large swaths of the country can easily relate.

This election is once again "Head" vs. "Gut;" the "IQ" strategy vs. the "EQ" strategy. We'll know soon enough which strategy will triumph this time.

Introduction

Welcome to my first attempt at a blog. I've read many others--some consistently for several years now--and have great admiration for those who stick to it and do it regularly. Solely for lack of time, I've always hesitated to jump into the fray until now. So here goes...and I hope any readers out there will find the posts to be interesting, provocative and worth your time. I welcome any and all comments and suggestions.