The secret to Trump’s success, the insight that has separated him from his competitors, is that he has cared less about the nature of the coverage he received than that he received coverage at all.
“Even a critical story, which may be hurtful personally, can be very valuable to your business,” Trump said in his 1987 book The Art of the Deal. He goes on to recall the lesson he learned being attacked for a particularly gaudy skyscraper he sought to build. “The point,” he says, “is that we got a lot of attention, and that alone creates value.”
This is the law by which Trump lives his life. Attention creates value, at least for him. Before Trump, every politician hewed to the same basic rule: You want as much positive coverage, and as little negative coverage, as possible. Trump upended that.
His rule, his realization, is that you want as much coverage as possible, full stop. If it’s positive coverage, great. If it’s negative coverage, so be it. The point is that it’s coverage — that you’re the story, that you’re squeezing out your competitors, that you’re on people’s minds.