Advance: 15 definitions by Jaime Durán Barba, Mauricio Macri's electoral guru

The guru that achieved the impossible, that an entrepreneur born in the cradle of gold came the presidency of the nation, something that had never happened in Argentina, published a book, politics in the 21st century.Art, myth or science.It is, of course, from Ecuadorian Jaime Durán Barba, who together with his partner Santiago Nieto had their first presidential achievement with Mauricio Macri, since they were successful with several candidates, but previously failed with whom they played the first magistracy.

Durán Barba and Nieto, women's authors, sexuality, internet and politics and the art of winThey dedicate, above all, to explain the foundations of a large amount of decisions that were made in the PRO and now in management, showing the great influence they have on the girl of the government.

Before, they stir the foundations of false experts with phrases such as "many politicians do not assume that we are living that change. Their historical time and the space in which they live is very small. They feel that humanity began when their party was founded, that theReality is reduced to its village or its country, to those who perceive as something unique, which is beyond studies. "

Macri competed as a candidate for head of the Buenos Aires government in 2003, but lost to Aníbal Ibarra, who defeated him in the second electoral round.Many believed that today the president was going to give up politics, but he continued, and in 2005 he won the mid -term elections, already with the advice of Ecuadorians.In 2007 he competed again, but against Daniel Filmus, and defeated him in the second round, because thanks to the advice of Durán and Nieto he significantly reduced the high negative image he had.

In this new book, the authors gloat talking about Lao Tsé, Confucius and Buddha, their contributions to universal wisdom, always pointing to the impossibility of control of public opinion and diverse experience as the natural form of coexistence in societiesModern, where change is the only thing that remains.

The Tao Te King returns to this work to be the center of Duranbarbian epistemology, a book that "is a poem to life, serenity and richness of contradictions, and above all, a reflection on the fatuity of power" , because "Taoism rejects pomp, the arrogance of the powerful and war" and "the wise man knows how to miss and saves the words", a philosophy that crossed all the communication strategies of the PRO and, now, of Change in government.

Politics in the 21st century.Art, myth or science will be from next Monday in all bookstores.Durán Barba and Nieto were signing this week the copies that will be courtesy and will be distributed from next week.Infobae exclusively reproduces some of the most outgoing paragraphs of a work that will surely become a classic of Latin American consulting, especially those referring to the analysis of local political communication.

- "In 2009, analysts almost unanimously said that it was impossible for Francisco de Narváez to defeat in the province of Buenos Aires one of the most powerful lists that have been presented in Argentine history, headed by Néstor Kirchner, Daniel Scioli and Sergio Massa. The surprising triumph of De Narváez produced an earthquake; it was even said that the Kirchner marriage would flee to Venezuela and several predicted that the K was finished. A short time later the fallacy of the scarecrow was used: for most analysts it was always evident that he would win from Narváez for the critical economic situation of the country. In 2015 almost no one bet a penny that María Eugenia Vidal would win the Government of the Province of Buenos Aires and most said that Mauricio Macri made a meaningless campaign, which would not win the Presidency. When the elections passed, the same choir that denied every possibility of Vidal said it was evident that he would win. They became scarest Jaros to Aníbal Fernández, without remembering that he was one of the most intelligent officials of Kirchnerism, who won the primaries to a good candidate who even had the Pope's open support. In politics there is a law: when a person loses a lesson, he becomes someone who could never have won, even for his apologists. "

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- "Of the bites that males were inflicted when they disputed power in the horde, let's inherit the irrationYears there were journalists who demanded that Macri attack Cristina Kirchner arguing that if he did not hurry in doing so, he would never be the opposition leader. It was possibleThe elections. Unfortunately the anger clouds the gaze of many of our leaders. Intolerance has been generalized, many presidents do not greet their predecessors and candidates despise their adversaries. That does not help win the elections or the construction ofa better country. "

- "It is not true that any number that is bad for competitors serves to disqualify them, or that any number favorable to the candidate means that he will win. When Mauricio Macri took economic adjustment measures, acceptance to his government fell from 60% to55%. These were unpublished percentages in the history of the continent: for the first time a president retained after adjustment a percentage of acceptance greater than the one he obtained in the elections. Some analysts said that the government suffered a serious image crisis, which wasFallaz: It was true that some points had fallen, but also that it had surprisingly positive figures. "

- "Some analysts appeal to the anachronistic myth of the investiture to argue that the president should not recognize his mistakes and even say that he will correct them. They say that people love an infallible president who leads to citizens who maintain the mentality of slaves thatThey just want to obey. Repeated studies carried out during the first year of Mauricio Macri Government in Argentina made it clear that most citizens liked a president capable of rectifying. When they hear a speech, the new voters consult on Google and recognizeImmediately the mistakes of the gods. There is no other government that has been forced to take economic adjustment measures and have maintained its popularity. "

- "Macri's type of leadership and the form of his horizontal communication caused most ArgentinesWhen they communicate with the new language that is beyond technical and rational exposure. People do not believe in old myths, they know that the president is a human being and that when he pretends to be infallible, he lies. "

- "When the Government of Mauricio Macri began some politicians and journalists asked to report in a national radio and television network the irregularities committed during the government of Cristina Fernández de Kirchner. The effects of such an action would have been negative for theirGovernment and would have helped the former president for several reasons. Citizens could believe that the usual history was repeated: politicians who fought, leaders who initiated their stretch hiding their inability, saying that they had found a disaster they did not imagine. During theCampaign, Macri explicitly said he did not want to be president to prosecute anyone, but because he felt the ethical obligation to change the country. "

- "Macri is a character that 'does not do politics' lying and giving blows of effect, but when he states something it is because he is convinced of the idea. That is why for more than a decade one of the axes of the communication of the PRO was notLying. If he appeared with his laundry list 'Against the K' he was only going to lose credibility: citizens would understand that he was another politician like the others, who say one thing in the campaign and when they come to power they do the opposite. Likewise, whenThe Kirchner manipulated, Macri defended that justice should be independent and, as president, had to be consistent with his principles. If he pronounced that speech he would have done just what was convenient for Cristina Kirchner: to politicize a problem that is in the field of theJustice, removing moral strength to the judges. Cristina's best defense was to claim that they persecuted her for political reasons, and with her attack, Macri would have given her a great hand. "

- "The elitist idea that people are ignorant is totally false and need the characters to tell him how reality works. For several years many things were commented on the corruption of the Kirchner government that had no electoral impact, not because people ignore What happened, but for more complex reasons. In full campaign of the re -election of Cristina Fernández, in 2011, the scandal of shared dreams broke out, a housing project led by the foundation of Mothers of Plaza de Mayo, which used huge amounts of money Suspiciously. The media gave a large space to the subject, there were dozens of tapas of the main newspapers with lapidary headlines, but no survey recorded that this would have hurt the president. His percentages of image and intention to vote They moved ... a Macri speech on the subject would not have added anything new, it would only have served the former officials to politicize the cause. "

- "The idea of the national television network was even more suicidal because it was going to produce a negative reaction. Normal people do not watch television to inform or educate themselves because that is a means of communication that was born to entertain. If when a person who enjoysOf his soap operas, his football matches or his favorite programs see that some politicians who fight and accuse of anything, only a negative reaction, attribute the popularity of some authoritarian leaders to their radio or television chainsIt is wrong. The explanation is not there, but that they administered their country in times of enormous economic bonanza and could do things that were pleasant for people. "

- "Who was a great communicator who convinced the majority of Argentines in a single act that some Kirchner administration officials had been corrupt was a former employee of that regime, José López. He did not write any speech, but appeared to theThree in the morning in a convent located in a dangerous area of Greater Buenos Aires, carrying several bags with nine million dollars in tickets, a few thousand euros, coins from other countries and also brand watches. History was Rocambolesca and that helpedThat many people talk about her ... no Macri speech could be more efficient to communicate the corruption of the Kirchner government than the scene that José López armed. "

- "With all this we do not mean that words are over and that politics is only image, but there is a complex challenge to communicate the political message and have an impact on contemporary voters. That is not solved improvising ridicules, but studyingWith seriousness what is happening, to effectively communicate our message in a new society, which seems captured by banality. "

- "During the Mauricio Macri campaign for the Government Headquarters of the City of Buenos Aires in 2007, the owner of a magazine kiosk approached him and told him that he would like to vote for him, but feared that he would privatize his business.When the candidate made him reflect that if the kiosk was his then he was already privatized, the wet was thought for a moment, he said that they could undecatize him in any way and asked that Mauricio sworn that he was not going to do it. The wordsThey can have different senses. And in the campaign we are not to educate, but to communicate. We have to learn the language of the people because in this new stage the melancholic show is not enough, but the voters are active and participate in the campaign. "

- In 2015 it was proposed that an alliance between Mauricio Macri and Sergio Massa - a former chief of Cristina Fernández Cabinet - would ensure the triumph of "the opposition".Those who defended this thesis did not take into account that the fundamental reason why the voters voted for Macri was their clear opponent status and that he had raised the "third way", the need for a change that was beyond the Peronist dichotomy-radical.

- Certain journalists wonder how many votes a candidate, the Pope, a union, an athlete or a television figure can endorse.The answer is: very few.Voters are nobody.