Kamala Harris’ election campaign: a cautionary tale for storytelling in business
- Charlotte Kendall
- Nov 6, 2024
- 4 min read
Updated: Nov 7, 2024
On Wednesday morning, like the rest of the world, I woke up to the 2024 USA election result. The full votes hadn’t been counted yet, but it was pretty clear what the outcome would be. As I later sat with a coffee and listened to the radio talk non-stop about the results, I couldn’t help but question what had got us to this point. One glaringly obvious answer was a lack of narrative from Vice President Kamala Harris’ campaign.
In today’s fast-paced, media-driven world, storytelling isn’t a nice to have – it’s essential. Whether in politics or business, the ability to craft a narrative that resonates, inspires, and sparks action is the key to success. Think back to Barack Obama’s 2008 campaign – his ‘Fired Up, Ready to Go’ speech was a masterclass in motivating an entire country. But when it came to Harris, where was the story that could connect us on a deeper, emotional level?
Despite Harris’ vast experience and trailblazing position, her campaign never seemed to find the narrative that could light a spark and inspire change.
What her campaign does provide however, are important lessons on the power of storytelling. Let’s unpack what we can learn from Harris’ 2024 bid and explore how businesses can avoid the same storytelling pitfalls.
1. People buy into stories, not just facts
One of the biggest takeaways from Harris' campaign is that facts and figures alone don’t drive action. We all know that emotions, not logic, are what ultimately shape our decisions. Yet, much of Harris' messaging leaned heavily on policy proposals and statistics, leaving voters with an intellectual understanding of the issues, but little emotional connection.
The same is true in business. Think about it: when was the last time you were moved by an Excel spreadsheet? It's the stories – stories of struggle, success, and transformation – that connect with us on an emotional level and drive us to act.
Whether you’re trying to engage customers, motivate employees, or build a brand, stories that tap into the heart can help propel the behaviour you want to see.
2. Offer clarity and vision
Harris' campaign, for all its strengths, lacked a clear and unified vision for the future. A strong narrative paints a picture of what’s possible, of where you’re headed and why it matters. Without that clarity, voters, like employees, can easily feel lost or disengaged.
In business, a clear narrative is critical to rallying your team around a shared vision. A story that shows where you’re going and why it’s worth the journey gives your audience something to get behind.
3. Authenticity is everything
Another lesson from Harris’ campaign: authenticity matters. People can spot inauthenticity from a mile away.
Authenticity is about aligning your actions with your values. When Harris’ campaign seemed disconnected from her true self or her audience's expectations, it left voters wondering whether her message was genuine. The same is true in business—if your company tells one story but behaves in ways that contradict it, your customers and employees will quickly lose trust.
4. Help people feel part of something bigger
One of the things that made Obama’s 2008 campaign so powerful was his ability to create a sense of belonging. His message of "Hope and Change" wasn’t just a slogan – it was an invitation for people to see themselves as part of something bigger. It made them feel like they were the change; that they were part of a movement.
Harris, unfortunately, lacked that same sense of inclusivity. Her campaign never truly made voters feel like they were part of a transformative journey.
In business, storytelling is key to fostering a culture where employees, customers, and stakeholders feel they’re contributing to something meaningful.
5. Don’t forget the Call to Action
One of the most glaring weaknesses of Harris’ campaign was its lack of a strong, motivating call to action. A compelling narrative is not just about telling a good story—it’s about driving people to act, whether that’s voting, purchasing or adopting new behaviours. Without a clear next step, even the most compelling story falls flat.
When crafting your own business narrative, think about how you can guide people toward a specific action. Whether it’s asking customers to buy your product, or employees to engage in a new initiative, every story should make it clear how people can play their part.
Kamala Harris’ 2024 campaign reminds us that in politics and business, a narrative is not just a way of communicating—it’s a way of connecting. It’s about telling a story that resonates emotionally, aligns with values, creates a shared vision, instils purpose and drives action. For businesses, the lesson is clear: successful storytelling is the key to motivating employees and engaging customers.
Want to craft a compelling narrative for your business? Let’s explore how storytelling can help you connect with customers, engage employees, and drive lasting change. Reach out at hello@makeitstick.uk to get started.
