"The core thesis of Sonnenfeld's book is that President Trump's approach to leadership is not impulsive. It is based on a structured approach that you may or may not agree with. We found it unexpectedly fascinating that Donald Trump the man can sometimes laugh at the Donald Trump persona he has created."
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. . . "In creating confusion, Trump leaves his audience without the attention span to focus on issues Trump wants them to avoid. Sonnenfeld cites Trump’s insistence that the Biden-Harris administration created an inflationary environment and caused the economy to drift downward—when inflation and downward drift actually began during the Trump administration. Trump was so relentless, Sonnenfeld notes, that the Harris campaign decided it wasn’t worth the time or money to refute him.
Trump the Man Versus Trump the Public Persona
"Sonnenfeld sees Donald Trump as having a public persona characterized by anger and resentment. He uses the persona to align with stakeholders who feel angry and resentful about their lives. False accusations about the election being stolen, for example, feed into their resentment and anger.
"Yet, says Sonnenfeld, Donald Trump “can be genuinely funny” and capable of “mocking his own outside public persona.” One of the few instances of Donald Trump mocking the Donald Trump persona surfaced in a 30-second television commercial for cozone.com, in which Trump seems to be poking fun at his deal-maker and womanizer personas." . . .More.
J. Sonnenfeld. Trump’s Ten Commandments: strategic lessons from the Trump leadership toolbox. New York, Simon & Schuster, 2026
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