Phil has an incurable disease. His esophagus doesn’t work. It gets worse and worse and eventually he might not be able to talk or eat.

But he seems fine. “I am fine,” he told me. “Because of the same method I use to elect Presidents.”

“Is this the most important election ever?” I asked Phil Stutts. I asked him because he is one of the few people that has actually helped elect a President of the United States.

For the past 12 months, Phil has been collecting data on hundreds of millions of people. He told me a year ago, “People think they are going to die of COVID. They think everyone is going to die. They want to know they are safer than the media says.”

And because Phil told me that, I upped my podcast from two days a week to five in order to have more epidemiologists, virologists, etc. in order to properly analyze the data and assure people they were safer than they thought.

Throughout the past year I called Phil to ask, “What are people concerned about? I want to help.” And he would tell me. Just like he would tell candidates or corporations.

When everyone was insisting, “This is the most important election ever,” I wanted to know.


Guess what?

Every election since 1800 was “the most important election ever.”

In 1844, for instance, “The Democratic Party of Perry County…assembled at the commencement of a political campaign which will terminate in one of the most important elections ever held in our country…”


In 1892, “As all of the speakers have told you, this is surely the most important election ever…”


Were all of these headlines wrong? No. They really were the most important elections ever. Just like 2020 was.



For 18 years, Phil Stutts has been on the front lines of using a unique new technique for spreading a message that has impacted tens of millions of people. This technique never existed before. In 1940 it didn’t exist. In 1852 it didn’t exist. Even in 2000 it didn’t exist.


Phil knows more information about you than you think. Not because he spies on you. But because you give your data to many different companies and services. If you read the fine print, you’ll see that this data is shared with other companies. And political campaigns, led by people like Phil Stutts, get this data, understand it, and then use it to spread a message.



If this feels manipulated, it is. And it isn’t. This is now what every candidate does. This is the way politics works. And why not hear about the issues that are important to me?



Every week he was polling thousands of people and getting data on millions more. Phil is perhaps the first to take the techniques from political campaigns and use them for marketing of…anything. Businesses, political campaigns, even my own personal social media accounts. What do my readers like? What are they looking for?





Phil has been on my podcast close to 10 times. Alongside people like Richard Branson, Mark Cuban, Peter Thiel, Tyra Banks, Danica Patrick, and even Kareem Abdul-Jabbar. Phil is my go-to guest when I want to really learn what is going on in the world.


I asked him, “Do people lie in order to fit the data? Do they say what the people want instead of what they believe?”




想要开始一个餐馆?让所有的食品invite people over to try it. Is a book cover good? Do what I did and post it on Facebook with a $20 ad budget and see which cover people click on.


他的书刚出版。The Undefeated Marketing System, by Phil Stutts. And he was also just on my podcast to lay it all out.

  • 获取数据
  • Come up with a plan.
  • Figure out how to communicate about that plan.
  • 测试你的计划。
  • 发射。



And now I don’t have to call him anymore. He told me on the podcast and in the book how he does it.

This election was harsh and dirty and surprising. But let’s not forget that many elections in American history have been like that. Let’s not forget that in the 1850s one Senator almost beat another Senator to death in the halls of Congress.



This can only be done with data. Not opinions. This can only be done if you know how to interpret that data. Not just guessing. There are no shortcuts.



“Was this the most important election ever?” I asked Phil.

“No,” Phil said, “But the next one might be.”