The Dig

Zohran’s Message w/ Andrew Epstein

6 snips
Dec 29, 2025
Andrew Epstein, a communications director and strategist for Zoran Mamdani's mayoral campaign, shares insights into their innovative approach. He highlights the campaign's focus on affordability, citing how they effectively connected with voters, including those who previously supported Trump. Epstein discusses the importance of crafting a positive narrative for New York, managing media attacks with honesty, and the pivotal role of grassroots organizing. He also reflects on the influence of Bernie Sanders' campaign strategies on their outreach and messaging.
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ADVICE

Focus On One Gripping Problem

  • Run the campaign around a tight, tangible thesis tied to daily life rather than broad abstractions.
  • Pair that thesis with relentless field work and creative content to raise issue salience.
INSIGHT

Underestimation Becomes Strategic Space

  • Local press matters but no longer controls outcomes; digital plus grassroots field can bypass gatekeepers.
  • Early underestimation by media created space to build momentum unmolested.
ANECDOTE

Talking To Trump Voters Video

  • A breakthrough video featured Zoran talking to Trump voters across NYC after the 2016 shock.
  • That video showed cost was a cross-cutting grievance and helped tailor messaging to disillusioned working people.
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