As more and more competent and experienced people left his campaign over time, Donald Trump replaced them with increasingly incompetent, grouchy supporters.
People like Rudy Giuliani and Jared Kushner got leading roles. And somehow a pillow entrepreneur and former crack addict also became part of Trump's circle.
According to Phil Rucker and Carol Leonning's new Book I, Alone Can Fix It, Trump respected Mike Lindell. The steady stream of My Pillow commercials on Fox News made Trump believe Lindell was some sort of advertising wizard.
The writers of the Washington Post write:
"Unwilling to give up control of the campaign ads, with millions of dollars at stake for him and other advisors, Brad Parscale said, 'Let's compete." Give us a hundred thousand dollars – fifty thousand dollars to my company and fifty thousand dollars to MyPillow's company – and have the ads on Fox say, "If you want to support Donald Trump, grab your phone now and dial 88022." Advertising for commercials. See who gets more registrations for less. ""
Unsurprisingly, Lindell was put down by the seasoned campaign manager. A Trump confidante told the authors: "Trump is so bad at marketing, you don't get it. He's great at marketing ideas, great at branding – an incredible Brander. Obviously great at messaging because he's the best gaslighter in history. But horrible how marketing works – how to buy TV commercials, how digital works. He doesn't understand. "
And although Lindell may have failed here, he's still all-in for Team Trump. The pillow type still tells anyone who listens that they are going to cancel the election results.
Todd Neikirk is a New Jersey-based policy and technology writer. His work has been featured on psfk.com, foxsports.com and hillreporter.com. He enjoys sports, politics, comics, and spends time with his family on the waterfront.