From what I saw of election coverage her main message was "I'm not Trump"
The problem with the Democratic campaign seemed to be a complete lack of salesmanship.
The policies were there, but not highlighted; instead of yattering about "deplorables" where was the passion and fire about what the Dem's were going to do?
The Dem's might have better policies/ideas, that is meaningless if you can't get people motivated and excited about them.
One example: Das Capital might well be the best expression of what communism is all about, The Communist Manifesto is the one you use to sell the idea.
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