As the U.S. approaches another pivotal Election Day, the impact of disruption on the political landscape has never been clearer. Since 2016, American politics has been reshaped by a tension between incumbents and insurgents, where each election cycle has been a new chapter in the story of who gets to define the future. Reflecting on recent history, we see how Donald Trump’s campaign in 2016 set a precedent with an insurgent approach that resonated with many disaffected Americans. By tapping into frustrations over globalization and economic displacement, Trump positioned himself as an outsider challenging the establishment—a strategy that struck a chord with voters who felt sidelined. This insurgent style, marked by bold, anti-establishment tactics, celebrity appeal, and targeted messaging, carried Trump to the White House and disrupted the traditional political playbook.
Trump’s approach in 2016 was grounded in a few crucial elements that exemplify an insurgent mindset. First, his campaign’s tone and presentation were disruptive, casting him as an outsider capable of shaking up entrenched systems. Branding—exemplified by the now-famous “Make America Great Again” slogan—became both a rallying cry and a divisive message, resonating with those affected by job losses and the offshoring of manufacturing roles. Rather than aiming for broad appeal, he focused on energizing a specific base, often bypassing traditional media to connect with voters directly through social media. These methods marked a pivotal shift, positioning the 2016 election as a key moment in American political insurgency and influencing political strategies across the board.
Fast forward to today, however, and Trump’s strategy now mirrors that of an incumbent. His branding, voter engagement, and messaging still focus on the themes that defined his first campaign, yet feel more like the tactics of a veteran than a fresh disruptor. In the 2024 race, the energy of an “insurgent mindset” has, in many ways, shifted to Kamala Harris, who presents a fresh approach to expanding the Democratic coalition. While Trump continues to double down on his core base, the Harris-Walz campaign reaches out to moderate Republicans and independents, appealing to a broader demographic that values stability, inclusivity, and a forward-looking vision.
Recasting Disruption: Harris’s Approach as the “Insurgent within the Establishment”
Kamala Harris’s campaign strategy blends traditional approaches with targeted voter engagement, presenting her as both a member of the incumbent administration and a change agent. Her team’s coalition-building emphasizes diversity and inclusion, particularly by connecting with disaffected Republicans, independents, and historically marginalized communities. In addition, she’s employed a “team of rivals” strategy, securing endorsements from prominent Republican figures like Liz Cheney. Unlike Trump’s grievance-based rhetoric, Harris’s messaging emphasizes bridging divides, advancing the economy, and restoring stability—all crucial themes for voters fatigued by political discord.
In this way, Harris embodies an insurgent mindset even within the establishment. She’s not challenging the political system from the outside, but rather pushing for change from within, a distinct form of disruption that resonates with voters seeking fresh leadership without further upheaval.
The Role of Technology and Social Media in Today’s Political Disruption
Social media and technology remain central to the modern political playbook. Trump’s early use of Twitter and targeted ads gave him a distinct advantage in 2016, but the dynamics of 2024 are different. His partnership with billionaires like Elon Musk introduces both increased media exposure and potential risks, as it could cast him as more “the moneyed candidate” than “the people’s candidate.” Harris, on the other hand, leans heavily on grassroots organizing and Get Out the Vote (GOTV) efforts, prioritizing volunteer engagement and establishing field offices across key counties. This community-focused approach not only resonates with voters on a personal level but may also enhance turnout in critical areas, potentially giving her a competitive edge.
The Broader Implications of Disruption in an Era of Established Insurgency
The 2024 election poses an intriguing question: what does it mean to be disruptive in a world where insurgency has become familiar? Trump’s strategy, though initially revolutionary, now seems rooted in nostalgia and loyalty to a specific base. In contrast, Harris’s coalition-building strategies carry the appeal of a new kind of insurgency—one that aims to unite rather than divide. This dynamic reflects the evolution of the “insurgent mindset” and how disruption must adapt to stay relevant in changing times.
For leaders in any field, this election is a timely case study on how disruption evolves—or stagnates. The lessons here extend beyond politics. In business, as in politics, an “insurgent mindset” requires not only challenging norms but continually reinventing strategies to stay ahead. Just as Harris has found a way to bring fresh energy into an established party, leaders must seek ways to innovate from within to drive growth and adaptability, especially in environments where past successes can quickly become obsolete.
Ultimately, the 2024 election may add a new chapter to the “insurgent mindset” in American politics, as each candidate seeks to redefine what disruption means in today’s landscape. Whether by leaning into established bases or reaching out to new demographics, the campaign strategies of Trump and Harris provide invaluable insights into leadership, adaptation, and the evolving meaning of insurgency in a world that demands constant reinvention.
To hear more on this topic, listen and subscribe to our podcast, “The Insurgent Mindset” on Apple, Spotify and Youtube.