Abstract
Neustadt's theory of presidential leadership is conventionally viewed as based on a model of the Bargaining President, in which presidents focus on twisting arms and trading favors rather than on making public appeals. However, Neustadt's theory has a deeper logic—the logic of strategic choice, in which both effective bargaining and rhetorical appeals are techniques of presidential persuasion enabled by a President's choices. This reinterpretation of Neustadt's theory is supported by an original case study of President George H.W. Bush's leadership on the 1990 Clean Air Act. The President presented an initiative in a manner that capitalized on the public mood and he made key strategic choices aimed at persuading congressional leaders to engage with his administration in a non-zero sum game to enact a law that served their mutual policy and political interests. Rhetorical appeals were few in number. Quid pro quo bargaining played a limited role.
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