Abstract
In this memo to 2016 U.S. presidential campaigns, political consultant and former U.S. presidential campaign manager, Rick Ridder, through a set of rules and recommendations, examines the impact of resources, metrics, and mass customization on a campaign's messaging and strategy. In the context of a voter and data-centric political environment, Ridder highlights the application of old campaign adages to new age realities. Ridder is a principle at RBI Strategies and Research, a Denver-based political consulting firm, and he teaches as an adjunct professor at the University of Denver's Josef Korbel School of International Studies.
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