During his keynote discussion at the MIP Cancun Latin America TV Market & Summit last week, Manuel Abud, Azteca America´s CEO of Azteca America, commented on what storytellers can learn from President-elect Donald Trump’s victory:

“For us Americans, there’s been one aspect of our lives that hasn’t quite changed, and that’s politics. That’s not the case with President-elect Trump. Look at the campaign he ran. He was a disruptive element. He was a game-changer. That’s a big takeaway. The second one is, we’re all in the business of storytelling, right? Look at the storytelling component of the election. Look at what this man did. He understood his audience, he knew exactly who he was talking to. He understood exactly what the message needed to be. He crafted that message. He branded himself around that message and he emotionally connected with that audience. You can see the results. For us as storytellers, this is a major lesson on what we do for a living. Understand your audience, craft the proper message to connect emotionally. And then, once you define that route, don’t be afraid to break from the path. Look at that campaign. He offended everybody and their cousin, he lost every single debate, he was behind in the polls, but he won. There’s a major message and a major transformation in terms of political campaigning. And for us as storytellers, there are major takeaways.”

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