From his book, Art of the Deal.
After he lost the election to Ronald Reagan, Carter came to see me in my office. He told me he was seeking contributions to the Jimmy Carter Library. I asked how much he had in mind. And he said, “Donald, I would be very appreciative if you contributed five million dollars.”
I was dumbfounded. I didn’t even answer him.
But that experience also taught me something. Until then, I’d never understood how Jimmy Carter became president. The answer is that as poorly qualified as he was for the job, Jimmy Carter had the nerve, the guts, the balls, to ask for something extraordinary. That ability above all helped him get elected president.
Later, there is this:
The final key to the way I promote is bravado. I play to people’s fantasies. People may not always think big themselves, but they can still get very excited by those who do. That’s why a little hyperbole never hurts.
I call it truthful hyperbole. It’s an innocent form of exaggeration—and a very effective form of promotion.
But irony, oh blessed irony:
But then, of course, the American people caught on pretty quickly that Carter couldn’t do the job, and he lost in a landslide when he ran for reelection.
Ronald Reagan is another example. He is so smooth and so effective a performer that he completely won over the American people. Only now, nearly seven years later, are people beginning to question whether there is anything beneath that smile.
History repeats itself, the first time as tragedy and the second time as farce.