The document outlines strategic principles for successful campaign design, emphasizing community engagement, rule-bending, and a focus on empowering individuals. It highlights essential metrics and activities for campaign effectiveness, such as volunteer efforts and fundraising. Additionally, it encourages a participatory approach and celebrates minor victories to build momentum.

1. Rules of Thumb for
Design Chicanery from
Obama for America HQ
feedback?
@jdkunesh

10. Bend the rules.

11. Story of Self
Story of Us
Story of Now

12. Victory = 270 of 538
electoral votes.

13. RESPECT.
EMPOWER.
INCLUDE.
WIN.

14. Register
Persuade
Turnout
Volunteer
Donate

23. Everyone’s work has value.

28. 540 days
50 states
1,000 field offices
10,000 neighborhood leaders
2,000,000 volunteer shifts
2,200,000 voters registered
$690,000,000 donated
150,000,000 phone calls
200 applications

31. Find good people doing good
things & work with them.

33. Slow is smooth.
Smooth is fast.

37. Ignore whatever is
outside of your control.

44. 5/9/12 tumblr_m3b790ZasO1qh71pao1_1280.png (662×758)

45. chicanery |SHiˈkānərē,
CHi-|noun
The use of trickery to
achieve a political,
financial, or legal purpose.

49. If you are explaining,
you are losing.

53. Make everything
participatory.

55. One day deadlines.

58. Celebrate little victories.

67. Scout Addis
Stacey Ashlund
Farnaz Badie
Fred Bove
David Castleton
Christian Crumlish
Laura Dean
Julie Francis
Nancy Frishberg
Michelle Fulcher
Catherine Ho
Abby Leafe
Jodi Leo
Michal Migurski
Nate Bolt
Laura Paajanen
Dorrie Paynter
Beth Pickard
Lucie Richter
Gabriela Rivas
Mary Beth Solomon
Stephen Suarez
Matt Towers
Mark Trammell
Bob Walton
Sandor Weisz

69. The value of community is
immeasurable.

71. publicgoodsoftware.com
@publicgood

72. Thank you!

73. Apple ][, http://cameronscloset.com/apple-ii/
#jp-carousel-285
President Carter, http://online.wsj.com/article/
SB1000142405297020400550457423398150
6674934.html
President Obama in Grant Park
http://short-sharp-shock.blogspot.com/
2009/11/hope-that-we-confessed.html
Marshall Ganz
http://www.wbmnet.nl/2011/05/global-
leadership-dialogs-on-television-and-
internetchannel/marshallganz/
Michael Slaby
http://business.financialpost.com/2010/11/17/
fp-tech-desk-qa-with-former-obama-cto-
michael-slaby/
Narwhal vs. Orca
http://arstechnica.com/information-
technology/2012/11/how-team-obamas-tech-
efficiency-left-romney-it-in-dust/
Barack Obama in shades,
Manik Ranthee
Photo credits