It’s a widely accepted truth that the Barack Obama and his White House screwed up big time when it came to messaging, especially during his first years in office. He passed a stimulus bill that saved or created about 3 million jobs after the Bush-Cheney economic crash. His administration rescued the auto industry. He delivered middle-income Americans a tax cut. Yet he accrued few political benefits from these early actions and was shellacked in the 2010 midterm elections. He and his advisers have acknowledged that they whiffed when it came to combatting the Republicans politically during that stretch. (Remember the Tea Party?) When I was reporting my book on the Obama administration, Showdown, David Axelrod, Obama’s top strategist, told me, “Emergencies got in the way of coherent messaging. And we were operating in a political environment when every day is an election day and covered as such.” But when I asked another Obama confidante why Obama and his top aides—intelligent people who had been masterful in promoting a compelling message during the 2008 campaign—had failed so miserably to do so in the White House, that person said there was no good answer.