The campaign playbook

Scott Miller's ten-page deck for winning the Disney CEO job as a political campaign.

Robert Iger's framework, from The Ride of a Lifetime, pp. 20 to 121.

Treat it as a campaign
Work out who has the votes, since the job is won by persuading a board.
Sort the voters
Separate those definitely in your corner, those who will never give you a chance and the swing voters.
Focus on the swing voters
Aim the message first at the handful who might take a flyer on you.
Talk only about the future
An incumbent cannot win on the defensive, so never rehash or defend the past.
Act like an insurgent
Frame it as a battle for the soul of the brand and talk about how to grow and protect its value.
Pick only three priorities
More than three and they stop being priorities and you seem unfocused.

From chapter: Part One: Learning, pp. 20–121

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