"First, he must make it clear from the outset that he is running to win. He could, for example, commit to exiting the race if he does not have a clear path to victory following the third presidential debate in October 2020. This would give a broad swath of the electorate permission to support him without fearing a result they did not intend.
Second, both of the traditional parties must nominate candidates that a sufficient number of voters view as unacceptable. A Trump vs. Elizabeth Warren race opens a much wider lane in the middle for Schultz than would a Vice President Pence vs. Joe Biden race.
Third, rather than assume independent voters can be corralled into a cohesive political base (they cannot), Schultz must create a new political identity and a following of his own. It must transcend both parties to galvanize the two-thirds of Americans in the “exhausted majority," as the Hidden Tribes of America project named the group of voters desire to move past what Schultz describes as “revenge politics” and instead find common ground."
https://www.washingtonpost.com/opinions/2019/01/27/run-howard-run/?utm_term=.ca9d3e9c1c76
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