Robert Reich - Member of Clinton Cabinet 1993-1997 - At the start of the Clinton administration many of us including I believe President Clinton himself reverted back to an older tradition, tried to lift the public to talk about genuine ideals beyond the individual. And that reformed agenda being not only universal health care, and child care, and dealing with the widening inequalities in our society, and homelessness, many things that many citizens - particularly middle income citizens just didn't want to deal with.
But the suburban voters who had been promised tax cuts were not inspired by Bill Clinton's vision. They felt betrayed and wanted revenge. Their opportunity came in 1994 with the congressional elections. The Republicans led by Newt Gingrich promised huge tax cuts and to dismantle the welfare system. The voters who had defected to Clinton switched sides yet again and the Republicans won both houses of Congress in a landslide. For Clinton it was a disaster. Faced with a hostile congress there was no way for him to get his reforms through. His personal popularity plummeted and it seemed certain he would not be re-elected in two years time. In desperation and without telling his cabinet Clinton turned for help to one of America's most ruthless political strategists, Dick Morris.
Dick Morris - Strategy Advisor to President Clinton 1994-1996 - Clinton was in serious trouble he had lost the 94 election, he had lost control of Congress, and he hired me to come back and save him. So he was basically asking me to perform roughly the same role as a life preserver would if you are drowning.
What Morris told Clinton was that to win re-election he would have to transform the very nature of politics. The crucial swing voters in the suburbs now thought and behaved like consumers. The only way to win them back was to forget all ideology and instead turn politics into a form of consumer business. Clinton must try to identify their personal desires and whims and then promise to fulfill them. If he followed those consumer rules they would follow him.