The Audacity to Win: The Inside Story and Lessons of Barack Obama's Historic Victory

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The Audacity to Win: The Inside Story and Lessons of Barack Obama's Historic Victory

by David Plouffe

3.84 · rating details · 563 ratings · 128 reviews

The architect of the Obama campaign reveals how it all happened- and how it will revolutionize our politics

David Plouffe not only led the effort that put Barack Obama in the White House, but he also changed the face of politics forever and reenergized the idea of democracy itself. The Audacity to Win is his story of that groundbreaking achievement, taking readers inside t...more

Hardcover, 352 pages

Published November 3rd 2009 by Viking Adult

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Mar 09, 2011

Scott rated it

Interesting insider account of the 2008 Obama campaign from its beginning through the election. If you enjoyed following the 2008 presidential election, then you'll enjoy this book; if not, you probably won't (unless your lack of enjoyment was primarily due to the crappy news media).

Plouffe tells a great story from a perspective he's uniquely qualified to present. As such, it is full of fairly intimate details and anecdotes about Obama and other figures within the campaign, which help ...more

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Sep 11, 2010

Richard rated it

I had a real tough time rating this book. I wanted to give it 3 1/2 stars. I marked it up to 4 due to it being well-written and entertaining. It seems like a very complete how-to book for running a modern political campaign. Plouffe's thoughts are very relevant to any brand management situation. As such, I think it is a valuable book on business management.

I considered marking it down to 3 stars because of the number of times Plouffe either avoided key incidents during the campa...more

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Mar 29, 2010

Blog on Books rated it

As we have noted in these pages previously, the Barack Obama campaign was without a doubt, the most followed and interesting national political campaign of the post-JFK generation. And who better to recount the inside details of this groundbreaking journey than the man who ran it all, campaign manager David Plouffe.

As meticulous as the campaign was, is as detailed as the day-by-day recollections that Plouffe has assembled into this book. It’s all there and with a perspective that onl...moreAs we have noted in these pages previously, the Barack Obama campaign was without a doubt, the most followed and interesting national political campaign of the post-JFK generation. And who better to recount the inside details of this groundbreaking journey than the man who ran it all, campaign manager David Plouffe.

As meticulous as the campaign was, is as detailed as the day-by-day recollections that Plouffe has assembled into this book. It’s all there and with a perspective that only a true insider can share; from the initial decision (by both Barack and Michelle Obama) to even run for president, to the exhaustive organizing to conquer the Iowa caucuses to all the machinations of the campaign through to November. No detail is left unchronicled as the campaign wound it’s way through the unexpected oil slicks of Reverend Wright and William Ayers, to the polling and planning and organizing of every state primary, the numerous debates, the convention and the seemingly never-ending race to beat the early and persistent perceived front-runner, former first lady Hillary Clinton.

In fact, so much attention is paid to Mrs. Clinton in the first half of the book, that it sometimes seems that the Obama campaign devoted most of it’s time to winning the primaries, somehow assuming the general election would be more of a cake walk (and given the popularity numbers on Bush and the Republicans in general, it’s easy to see how they might have thought that in the fall of 2008.)

The problem is not so much in the details (there are more than enough of them on all counts) as much as it is with the delivery. It seems Mr. Plouffe has very little sense of humor. While mastering minutiae means everything in running a campaign, it often leaves the reader with an empty feeling of boredom; a hunger for a bit more of the inside jousting that goes on behind closed doors, especially almost two years after the fact. Of course, when discussing ‘no drama’ Obama, maybe the campaign just had no sense of humor, though unlikely. It appears from Obama’s own writings and the pearls of wisdom we see from David Axelrod in the media, that Plouffe is the odd man out when it comes to personality.

For students of political campaigns, there is certainly a lot to be learned here. The daily jabbing and counter punching is usually spelled out in excruciating detail and would make a great textbook for aspiring political operatives (though the lack of an index in the back is a critical mistake for such a potential resource of historical campaign data as this.) But as far as making for both an informative and entertaining read, it doesn’t hold a candle to books like the Joe McGinniss’ classic “The Selling of the President: 1968″ or Timothy Crouse’s “The Boys on the Bus.”

Worth reading, but only once.
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Mar 01, 2010

getAbstract rated it

The definitive diary on the Obama campaign

President Barack Obama’s historic political campaign deserves to be studied for its innovative organization, volunteer effort, fundraising and use of technology. But it is also a compelling story about an unlikely candidate and the highly motivated expert team that pulled off one of the greatest game-changing upsets in U.S. political history. Obama campaign manager David Plouffe (rhymes with “bluff”) has written a diary-like firsthand accoun...more

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Feb 28, 2010

Yune rated it

Part of this is almost...well, not propaganda, but the giddiness that was sparked by the Obama campaign, "Yes we can" and all that. Obama is both treated as a real person and as some sort of icon, with a glow of a candidate that Plouffe truly believes is different, a one-of-a-kind politician who hasn't yet fallen into the corruption and jaded attitude of that career.

What was really cool was diving into the guts of the campaign and seeing how Plouffe (the campaign manager) ...more

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Jan 14, 2010

Irving Koppel rated it

The two Davids,Axelrod and Plouffe were the geniuses behind Obama's
organized conquest of the presidency. Plouffe,being the organizer,has
now written his account of how it was done. While not as well-written
as Johnson's and Balz's "Battle for America:2008",it is essential reading for anyone interested in knowing how this unlikely feat was
brought about.

Plouffe says that from the outset they knew that the odds against
Obama's becomin...more

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Nov 21, 2009

Donna rated it

Shelves: general-nonfiction

In The Audacity to Win, David Plouffe says of the boss he got to know so well during two years of campaigning together, "He is a chess player in a town full of checkers players."

An idealist, a courageous man with a brilliant and innovative mind, Barack Obama tends to surround himself with people of like attitudes and aptitudes. That Plouffe himself is such a man is evident in this book, which is analytical but clear, high-minded but very human. Himself a chess player, Plouf...more

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Aug 02, 2010

Sarah rated it

Shelves: 2010-reads

Erm.... there are people who are really outstanding at running a groundbreaking, thrilling, smart, and decent campaign that ends up bringing to power a history-making, thoughtful, effective, and supercute candidate (and for these people I for one am so so thankful). However, the skill set needed to run a campaign, a task which sounds almost legendarily complicated and boring, is not the skill set needed to talk about it in an interesting manner. Plouffe's writing is exceptionally dull (as many...more

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Jun 19, 2010

Louise Turner rated it

I thoroughly enjoyed this behind the scenes look at the Obama campaign by its very effective campaign manager. It took me back to the roller coaster highs and lows of that time. After Barack Obama's electrifying speech at the 2004 Democratic Convention I could hardly wait for the opportunity to vote for him--The idea that I could actually vote for someone I believed in instead of what I considered the lesser of two evils was such an exhilarating thought. As the campaign, with all its highs a...more

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Jan 07, 2010

Justin rated it

The Audacity to Win is Obama campaign manager David Plouffe's insider look at the 2008 presidential campaign. Reading it, all of the memories of the historic campaign were brought vividly back, including the infuriating tactics of the Clinton campaign in the primary, the various "controversies," the introduction of Sarah Palin, and the phony "suspension" of McCain's campaign to "rescue" the economy, to name just a few. I particularly enjoyed the first third or so of...more

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Jan 02, 2011

Keith rated it

This is a fascinating story, told very well. It's also a story with some lessons about how to make big things happen in politics (and any other field, for that matter).

The campaign, from announcement to election, was not just a series of events--but, rather, was held together by an unwavering commitment to strategy and purpose. Innovative strategy and a purpose well beyond getting elected.

How do you prevail when you know where you want to go and how best to get there? That...moreThis is a fascinating story, told very well. It's also a story with some lessons about how to make big things happen in politics (and any other field, for that matter).

The campaign, from announcement to election, was not just a series of events--but, rather, was held together by an unwavering commitment to strategy and purpose. Innovative strategy and a purpose well beyond getting elected.

How do you prevail when you know where you want to go and how best to get there? That's where the Obama team is exceptional, whether in news cycle-obsessed politics, next-quarter obsessed businesses, or nonprofits--whose obsessions can sometimes merge the worst of the political and business worlds. These Obama people don't flit from one plan to another. They aren't distracted by shiny objects. Their minds don't shift with the winds. They aren't obsessed with the daily political scorecard. They have confidence in their plan--even when everyone tells them they're wrong.

"All our Blackberries were buzzing with unsolicited, uniform advice," writes Plouff in one scene. "I viewed our situation in the exact opposite way."

To hell with conventional wisdom. Stick to the strategy, be true to who you are, don't be afraid to see things differently. Those are the kinds of people who accomplish big things and make real change.

Plouffe's book also tells us about the kinds of tactics that their bold strategy produced.

In politics, message is king, of course. So it was interesting to see what Plouffe had to say about this. One memorable point: Obama had just one tagline throughout his whole campaign; McCain had at least a dozen. Plouffe didn't go into much detail on communications strategy--but he does give a sense of how audience segmentation worked for them. By the way, Plouffe seems to have very low regard for Mark Penn, who was Clinton's chief communications strategist.

Plouffe also gives us some insights about how they were seeing things like Palin's selection and the charges of socialism play out among voters. Interesting stuff; I wish there had been more.

My only disappointment with the book is that it reads as if everything that happened after the primaries was inevitable. There's little sense that it was very hard to beat McCain. (Maybe it wasn't, I don't know.)

(less)

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Feb 28, 2010

Chris Aylott rated it

David Plouffe probably shouldn't write dialogue. With a few exceptions, his recall of conversations during the Obama campaign have the stiff quality that comes from middlin' good memory and no real sense of others' voices. But that's a minor quibble in an strong political memoir.

He provides enough details about organizing and political strategy to satisfy any politics nerd, while illustrating the principles of the Obama campaign that made it special. There are lessons here about long...more

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Jan 12, 2010

Ryan rated it

Shelves: 100-in-2010, politics

This was a well-written book, and I believe Plouffe actually wrote most of it, so kudos to him. Also, kudos to him for running a campaign that approached the realm of flawlessness.

He keeps the book interesting throughout, but at times there was a focus on the mechanics of campaigns that got a little boring. Those parts were few and far between, however - usually my internal monologue was more along the lines of "Well, what about this? You forgot about that!" He didn't talk ...moreThis was a well-written book, and I believe Plouffe actually wrote most of it, so kudos to him. Also, kudos to him for running a campaign that approached the realm of flawlessness.

He keeps the book interesting throughout, but at times there was a focus on the mechanics of campaigns that got a little boring. Those parts were few and far between, however - usually my internal monologue was more along the lines of "Well, what about this? You forgot about that!" He didn't talk about some of the sillier parts of the primary (I'd love to hear Plouffe's take on Obama Girl and celebrity endorsements for instance), and he barely talked about Palin after her nomination. I suppose that could reflect where his head was throughout the campaign, but it was still a little jarring when interesting parts of the race got brief mentions. Still, I learned a lot about his general electoral strategy.

The main reason it doesn't get five stars is the fact that he engages in a little bit of whitewashing of the rough-and-tumble of the 2008 campaign. He deals with campaign research a few times, and always professes that the Obama campaign dealt with opposition research much less than other campaigns. I have reason to suspect this isn't the full story. He also talks about "research" that was done on the electorate, accompanying a section extolling the utility of focus groups. What he means by research in this context is actually polling - something all campaigns do. This is fine - call it polling or focus groups. His impetus to call it research seems to come from the way the campaign talked about itself as practicing a Politics of Hope - I would have liked a clearer picture of the rubber meeting the road. The Obama campaign had six pollsters (Hillary's campaign had one - which was a huge mistake - and infrequently had another). A fuller story would talk about how they were used to run such an amazing campaign.

I suppose this blunt honesty is too much to ask - but he was bluntly honest at times about the kind of language used inside a campaign (it's not PG like the press releases). In some sections he writes verbal exchanges that absolutely sound like press releases though - they stand out like sore thumbs in the context of a good old-fashioned Rahm Emanuel "fuck you." (That, he says, is how Rahm says "see ya.")

I also appreciated the honesty he conveys of how raw everyone's emotions got during the primary. It got pretty heated, and he writes that the pacifying speech he was going to give to staff the night of the South Dakota and Montana primaries turned into more of a barnburner after he saw Hillary's speech that was more celebratory than conciliatory.

All in all, a great book that gives valuable insight into how the greatest campaign I've ever witnessed achieved the impossible, without re-hashing the conventional wisdom of political journalists.(less)

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Dec 30, 2009

Chris rated it

Shelves: hist-misc

A good book to read if you are starting a company and trying to create a culture. Started with nothing and built an organization that broke all records in participation and fund raising. But they couldn't have done it without the candidate. For a guy who lived and breathed metrics there is only one chart or matrix in the whole book!! However, there are nice color pics of the "campaign family." A little long and could have used some editing. It was ok until it got past the win over Hil...more

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Mar 29, 2010

Tim rated it

As we have noted in these pages previously, the Barack Obama campaign was without a doubt, the most followed and interesting national political campaign of the post-JFK generation. And who better to recount the inside details of this groundbreaking journey than the man who ran it all, campaign manager David Plouffe.
As meticulous as the campaign was, is as detailed as the day-by-day recollections that Plouffe has assembled into this book. It’s all there and with a perspective that only a tr...moreAs we have noted in these pages previously, the Barack Obama campaign was without a doubt, the most followed and interesting national political campaign of the post-JFK generation. And who better to recount the inside details of this groundbreaking journey than the man who ran it all, campaign manager David Plouffe.
As meticulous as the campaign was, is as detailed as the day-by-day recollections that Plouffe has assembled into this book. It’s all there and with a perspective that only a true insider can share; from the initial decision (by both Barack and Michelle Obama) to even run for president, to the exhaustive organizing to conquer the Iowa caucuses to all the machinations of the campaign through to November. No detail is left unchronicled as the campaign wound it’s way through the unexpected oil slicks of Reverend Wright and William Ayers, to the polling and planning and organizing of every state primary, the numerous debates, the convention and the seemingly never-ending race to beat the early and persistent perceived front-runner, former first lady Hillary Clinton.
In fact, so much attention is paid to Mrs. Clinton in the first half of the book, that it sometimes seems that the Obama campaign devoted most of it’s time to winning the primaries, somehow assuming the general election would be more of a cake walk (and given the popularity numbers on Bush and the Republicans in general, it’s easy to see how they might have thought that in the fall of 2008.)
The problem is not so much in the details (there are more than enough of them on all counts) as much as it is with the delivery. It seems Mr. Plouffe has very little sense of humor. While mastering minutiae means everything in running a campaign, it often leaves the reader with an empty feeling of boredom; a hunger for a bit more of the inside jousting that goes on behind closed doors, especially almost two years after the fact. Of course, when discussing ‘no drama’ Obama, maybe the campaign just had no sense of humor, though unlikely. It appears from Obama’s own writings and the pearls of wisdom we see from David Axelrod in the media, that Plouffe is the odd man out when it comes to personality.
For students of political campaigns, there is certainly a lot to be learned here. The daily jabbing and counter punching is usually spelled out in excruciating detail and would make a great textbook for aspiring political operatives (though the lack of an index in the back is a critical mistake for such a potential resource of historical campaign data as this.) But as far as making for both an informative and entertaining read, it doesn’t hold a candle to books like the Joe McGinniss’ classic “The Selling of the President: 1968″ or Timothy Crouse’s “The Boys on the Bus.”
Worth reading, but only once.(less)

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Dec 28, 2009

William Glenn rated it

A good account of the presidential campaign that came out of nowhere to achieve one of the greatest upsets in U.S. political history, from the campaign manager himself. Those who followed the 2008 presidential election closely and early on may not find as much new information as they had hoped, but there are a number of interesting moments, especially when Plouffe analyzes the missteps of the Mark-Penn-driven campaign for Hillary Clinton. Plouffe is a solid and clear writer but seems better su...more

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Feb 07, 2010

Christina rated it

Shelves: nonfictionread

A behind the scenes at what was an historic Presidential campaign as told by the fellow who put it all together. David Plouffe tells the story of putting his life on hold for two years to embark on a pretty remarkable journey of thinking outside the box, taking risks, and doing their best to not play dirty in a game where mud slinging skills had become critical. While a certain geeky passion for this topic is probably necessary to keep the reader engaged, Plouffe intersperses the dry details wit...more

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Nov 30, 2009

Kathy Scantle rated it

I still remember where I was when Kennedy was shot (at my age I'm lucky to remember anything). I was in Geometry class (no really, I was in preschool--just kidding, I'm trying not to date myself) when I heard the news that the president I had campaigned for had been shot. Still remember the poster and the campaign buttons of the president I had that plastered my bedroom like a shrine. Still remember how sad I felt. Years passed and I grew jaded by that president's image and politics in gener...more

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Jan 09, 2011

Paul rated it

Maybe it was because I actually worked on the Obama campaign, but this book presented almost nothing I didn't know. I suppose as a political insider, Plouffe has to minimize the drama, but as a story it was sort of boring, and as a "recipe book" to replicate Obama's success it was too vague. Plouffe speaks in platitudes, glossing over months with generalizations. He doesn't present anything concrete—not that the media hasn't already gone over 100 times. The Wall Street Journal article ...more

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Dec 19, 2010

Zach Vaughn rated it

Shelves: politics, non-fiction

Anyone interested in getting into campaign work should read this book. It's not just the practical lessons of campaigning, but the reality of campaign life as well, such as leaving behind your family and basically putting your life on hold. As someone who has experienced living in a different town every six months, working for little pay, and missing my wife, I can testify to the enormous personal strain a campaign can place on a person. As David Plouffe says in his opening chapter, "I knew...more

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Aug 23, 2010

Anne added it

Shelves: non-fiction

I'm not sure how to rate this. It delivered on everything I expected: an inside look at Obama's campaign, especially the revolutionary volunteer network and use of technology. Plouffe is a total political history nerd and sometimes he's so confident in his readers' knowledge that he neglects to mention campaign results and percentages, so much so that I occasionally had to consult Google to get a fuller picture. It was fun recounting the highs and lows of the campaign, winning Iowa, Sarah Pal...more

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Jan 18, 2010

Christopher rated it

Shameless political porn. "Oh boy, I do remember when Sarah Palin said that and it pissed me off," etc., etc., etc. Also, a remarkable extension of the campaign narrative. There is no dishy gossip or negative commentary about Obama or related principals, besides the super obvious (e.g. not a good idea to call rural folks bitter, Joe Biden talks more than seems humanly possible). Designed, first and foremost, not to be revelatory, but to underline various beneficial storylines (e.g....more

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Jan 10, 2010

Jason Young rated it

I am coming up this summer on 18 years experience in my chosen career profession - starting humbly by inventorying cabinets of RS-232 cables and BNC connectors and all kinds of leftover watchamacallits from my employer's years of government contracting - to today where I do, um, er, I do, well, "computing things"

You know, I have the hardest time describing what I do. I say that I do "systems administration" and "software development" and "project m...more

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Nov 19, 2009

Nicole added it

Recommends it for: Viva La Obama types

Shelves: hbs-events

I was super psyched for Plouffe, as I am for all things Obama (recent politics aside...sigh).

First of all, he is tiny. A little elfin political mastermind. Second of all, he was polished. His speech was clearly rehearsed though he tried to make it sound casual and off-the-cuff. Clearly, he shined himself up with Politician Lacquer. Third, he didn't answer the guy's question about gay civil rights. Question Dodger, he faked left, he faked right, he waxed philosophical and did it...more

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Apr 05, 2010

Erin rated it

I don't care what side of the aisle you're sitting on, this is a must-read. Admittedly, if you're anti-Obama, parts might be a little nauseating (Plouffe is, as one might suspect given his position, "in the tank" for Obama), but Plouffe opens up the inner workings of a presidential campaign in a way that few others have done, and the result is fascinating. Even if you're not a politico, "The Audacity to Win" provides fantastic insight into organizational systems and leadershi...more

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Nov 14, 2009

Cwelshhans rated it

I generally stay away from books about current politics because they get me agitated. This one, however, is focused pretty heavily on the hows and whys of the campaign and not so much on the ideology. I found the degree of organization required to be staggering, and the nuts and bolts of use of the internet, advertising, debate prep, location scouting, etc. to be really interesting. I'll definitely look at and judge future campaigns with a higher degree of insight. It was straight forward, w...more

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Jan 14, 2010

Dan rated it

David Axelrod is in the White House (and therefore mum), so for now this is the ultimate insider's account of Obama `08. I was a total Obama junkie, so not much of the news is new to me, but I did enjoy learning how the campaign strategy developed. Plouffe is candid about his own shortcomings and mistakes, including the doozy that had me screaming at the time: failing to punt in Ohio in order to devote enough time & resources to win Texas, which would have ended the primary season six weeks ea...more

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Jan 02, 2010

Liz rated it

The author of this book was Obama's campaign manager, and while the book is interesting, it's written in the way you'd expect a winning campaign manager to write--self-assured, factual while downplaying what I felt were some of the most memorable campaign moments, and just a little cocky.

I started reading the book in Barnes and Noble, and when it was time to leave the pace of the book, as well as the details it provided about Obama's personality, encouraged me to purchase the book s...more

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Oct 18, 2010

Zuberi Williams rated it

Since I was volunteering for the campaign during the early months. The book really brought back memories, some good and some bad.

I was a little disappointed in Plouffe's inability to tell-it-like-it-is. That is to say, I felt that every time he made a defining statement/character assessment about a democratic insider, he had to follow it up with some type of softening apology. I think that may have been because he is still active in politics, he is unable to offend. This cut into ...more

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Nov 18, 2010

Peter rated it

Recommends it for: anyone interested in politics, and especially those interested in Barack Obama

This book may be more interesting to me than the average reader because I worked for the campaign during the last month, but it provides a good inside look into Barack Obama's historical 2008 campaign. David Plouffe isn't necessarily the most exciting writer, but, then again, I'm not sure how much more exciting a book about a political campaign could get. He provides some insight into the decisions that were made during the campaign, and how they reacted internally to some of the "controver...more

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About David Plouffe

David Plouffe began his career canvassing door to door in Delaware and Iowa and has since managed two U.S. Senate races, a congressional race, and the Democratic Congressional Campaign committee. Plouffe served as Democratic leader Dick Gephardts Deputy Chief of Staff in 1997-98. In 2001, he joined forces with David Axelrod and in 2004 their firm AKPD media served as lead strategist on Barack Obam...more

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