• Scott Sagan's quote: "Things that have never happened before happen all the time"
• Amanda Ripley's Survival Arc:
  1. Denial
  2. Deliberation
  3. Decisive Action
• OODA Loop for rapid decision-making:
  1. Observe the situation
  2. Orient yourself to think about changes
  3. Decide on a course of action
  4. Act on your decision
• Strategies for unexpected campaign situations:
  • Tough Question: Use two points or story plus insight technique (See Winning Edge #25).
  • Misspeak: Pause, collect thoughts, immediately correct (See Winning Edge #9).
  • Media criticism: Use 3 Rs - Regret, Reason, Remedy (See Winning Edge #24).
  • Challenging voter conversation: Use "feel, felt, found" framework (See Winning Edge #37).

Key takeaways:

• Act quickly and decisively in uncertainty
• Implement the OODA loop to navigate unexpected situations
• Be prepared to refine decisions as new information comes in

For more tips on handling unexpected situations in your campaign, refer to the accompanying one-page PDF and previous Winning Edge episodes.

Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.

For more, visit our website: www.thecommonwealthpartners.com.