Insult – injury or opportunity?

History may repeat itself

When Kamala Harris this week labeled Donald Trump a “fascist” during a CNN Townhall, citing General John Kelly’s insider revelations, it was a headline-grabber.

On the surface, it looked like a sharp political jab. But in the world of high-stakes messaging, insults don’t always land as intended. The real question now is: will this accusation stick and hurt Trump’s chances, or will he—true to form—flip it into another opportunity to rally his base?

This is where things get tricky for the Democrats. Harris’s “fascist” comment risks becoming the deplorables moment of 2024, echoing Hillary Clinton’s infamous misstep in 2016. Back then, Clinton labeled some Trump supporters as a “basket of deplorables,” hoping to expose bigotry within his base. Instead, her words were rebranded into a badge of honor. Trump supporters wore it proudly, turning shame into strength.

History has shown that intellectualization does not work so well with the masses.  We wonder if Harris was prepared for giving Trump the Fascist label, or if she was taken by surprise when Anderson Cooper posed the question.  Either or, it may have been a cardinal mistake.  Not being prepared for the obvious question or missing the beat on the American public at large.  History may repeat itself.

Because if there’s one thing Trump knows better than most politicians, it’s how to work an insult. What was meant to tarnish him could just as easily become his rallying cry. His history shows he thrives in chaos, treating accusations not as threats but as an opportunity to shape a new narrative. Call him what you will—just don’t expect him to play defense.

Call him what you will—just don’t expect him to play defense.

Political messaging is a minefield. There’s a type of rhetorical trap known as the “gotcha” question—something like, “When did you stop beating your wife?” No matter how you answer, you’re stuck in a lose-lose scenario. Harris’s use of “fascist” feels like an attempt to throw Trump into one of these traps. If he defends himself too forcefully, it validates the criticism. If he brushes it off, it might seem like tacit approval. But Trump has mastered the art of dodging these snares—and making the rope do the work for him.

It’s easier for Trump to break through with “leftie” or “radical” de-positioning than for Harris to make a difference with more loaded extreme terms like “fascist.” While his critics intellectualize, Trump simplifies—and simplicity wins hearts and minds.

This brings us to an important lesson for leaders everywhere. Whether you’re running a campaign or a company, the secret lies in how you handle criticism. Do you let the insult define you, or do you reframe it to your advantage? The smartest leaders don’t fight fire with fire—they redirect the flames toward something useful.

This is precisely where Trump excels. Every time an insult flies his way, he doesn’t just deflect—he pivots. It’s like rhetorical jiu-jitsu. Instead of resisting the force of the attack, he uses its momentum to his advantage. He’s not playing defense; he’s flipping the field.

Every time an insult flies his way, he doesn’t just deflect—he pivots. It’s like rhetorical jiu-jitsu.

So, what happens next? Will Trump turn this insult into a rallying point, or will it finally trip him up? If history is any guide, he’s already two steps ahead, ready to repackage the attack into something useful. That’s the brilliance—however cunning—of his approach.

The lesson here isn’t to adopt Trump’s tactics wholesale but to recognize the importance of narrative control. Insults are inevitable in leadership. What matters is how you respond. Leaders who know how to reframe criticism not only survive—they thrive.

In politics, as in life, the insult itself is just the opening act. What follows is what defines you. And if Trump has shown us anything, it’s that a well-timed pivot can turn even the sharpest jab into an opportunity.

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This is the first of three short articles looking at how communications strategy and narratives define the outcome of election campaigns.  We take a close look at the US elections and give our perspectives on some pivotal moments.  Next week, about Biden’s handling of his age issues.