In marketing, we design campaigns for markets based on personas. We can have one (lousy marketing) or several (good marketing), and they help everyone understand the core characteristics or traits of the persona.

We do many other things, but good marketing starts with knowing the customer and their problems.

You’ll hear marketing people in meetings with engineers saying, “But what problem are we solving!?” It’s always hell because engineers are so excited about what they can do and are often less helpful about knowing why anyone else would care—you know, the buying it part.

Since Trump arrived, we’ve been so busy watching American norms get beat to hell that it might be time to stand back and remember what it means to be American. My approach is to use a persona.

The “Ideal” American: A Persona

I tried to identify traits that cut across our differences and find the things that are most likely to be associated with being an American.

Everything here comes with a metaphorical dial you can turn to be more or less of the traits below. For Harris voters, these traits align with expanding inclusivity, leveraging government for social equity, and pursuing progressive changes as integral to preserving democracy.

I’ve also included a corollary that explains how a Trump voter might interpret the trait. Trump voters’ interpretations tend to protect perceived traditional American identity, emphasize self-reliance, and advocate for a government that serves ‘real Americans’ over global interests.

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Driven by Individualism, Guided by Ideals

Americans value their individuality, often seeing themselves as independent thinkers and problem-solvers. This individualism coexists with a strong belief in personal freedom, shaped by democratic ideals and the pursuit of the “American Dream”—the idea that anyone can succeed through hard work and perseverance.

Trump voters often emphasize individual rights more intensely, interpreting personal freedom as protection from government interference, particularly regarding regulations, taxes, and mandates. They view government efforts at equality as a potential infringement on their rights, often favoring a smaller, less centralized government.

Individualism is a Shared American Trait: Interestingly, most Americans, regardless of party, want a safer country, a stronger economy, and fair opportunities. Harris, like Trump, sees the importance of a strong border, supporting the working class, and protecting American jobs. Her policies might look different, but they aim to preserve the values we all care about—opportunity, security, and a thriving nation.

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Optimistic and Resilient

Americans often exude a sense of optimism, believing in the possibility of progress and change, even in the face of adversity. This optimism is paired with a willingness to get back up after setbacks, reflecting a culture that celebrates resilience and self-reinvention.

While optimism and resilience are celebrated, some Trump voters frame these traits as needing protection from perceived cultural shifts, globalization, and changing demographics. For them, resilience includes preserving traditional values, with a focus on nationalistic pride and protectionism, believing that America’s greatness is at risk.

Resilience is a Shared American Trait: Resilience is about ensuring freedom, whether economic opportunity, religious freedom, or the right to build a better life. Harris believes that by strengthening the middle class, supporting small businesses, and expanding access to healthcare and education, we’re reinforcing the resilience that keeps America strong for everyone, including those with traditional values.

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Direct and Open

Americans tend to be direct in their communication, valuing honesty and openness. There’s often an emphasis on clear, transparent dialogue in professional settings or personal interactions. This aligns with the broader cultural value of equality, as Americans generally prefer informal, approachable interactions.

Trump voters value direct, blunt communication as a sign of honesty and transparency. They often interpret Trump’s unfiltered language as ‘telling it like it is,’ even when controversial. This aligns with a broader cultural skepticism toward media and political correctness, which they may perceive as limiting open dialogue.

Being Direct is a Shared American Trait. Trump and Harris seek to disrupt a system they see as not working for regular Americans. Harris is focused on the working class. Whether fighting for better wages or protecting voting rights, she aims to break through old barriers and create a system that works for everyone, just like Trump voters want.

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Innovative and Entrepreneurial

The American persona is rooted in innovation, with a spirit of entrepreneurship that drives new ideas and solutions. There’s a cultural emphasis on thinking outside the box, challenging norms, and striving to lead in technology, agriculture, manufacturing, business, and entertainment, just to name a few.

Trump voters emphasize entrepreneurial spirit as an individual pursuit, focusing on reducing regulations to allow businesses to thrive. In this context, innovation is about revitalizing traditional industries and ensuring they remain competitive against global markets. There’s a preference for economic policies that favor American-made goods, energy independence, and business-friendly tax structures.

Innovation is a Shared American Trait: Harris is committed to making sure that American industries can compete globally. She supports strengthening manufacturing, investing in clean energy, and expanding infrastructure to create more American jobs. It’s about keeping America competitive while opening up new economic opportunities.

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Patriotic and Diverse

Patriotism is central to American identity, often expressed through reverence for the country’s history, symbols, and democratic principles. At the same time, America’s diversity shapes its persona—people of different backgrounds, beliefs, and customs contribute to a diverse, multicultural society that shapes how Americans view the world.

Patriotism takes on a more traditional and often exclusive tone with Trump voters. They use symbols like the American flag, the national anthem, and law enforcement as emblems. Diversity might be acknowledged, but there’s a preference for outsider assimilation and the preservation of a ‘traditional’ American identity, often with a critical view of multiculturalism as divisive.

Patriotism is a Shared American Trait: While Trump voters may see law enforcement as a symbol of safety, Harris sees law enforcement reform as a way to ensure justice for everyone—reinforcing the ideals of fairness and equal treatment that America was founded on.

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Community-Oriented Yet Competitive

While Americans value individual achievements, they also take pride in their communities. Volunteering, civic engagement, and grassroots movements are common expressions of this community spirit. Yet, competitiveness—whether in sports, business, or politics—is equally ingrained, driving ambition and a desire for success.

While community engagement is valued, the focus might be more on local or like-minded communities, emphasizing self-sufficiency and competition. There’s often a belief that government policies should prioritize ‘real Americans,’ with a preference for nationalism over globalism.

Community and Competition are Shared American Traits: Harris’s focus on expanding access to education, job training, and affordable healthcare aims to promote self-sufficiency, ultimately strengthening communities. Her policies are centered on putting American workers first, including ‘Buy American’ policies, investing in domestic manufacturing, and boosting wages for working families—ensuring that government policies benefit people living and working in America.

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A Blend of Pragmatism and Idealism

Americans often navigate the tension between pragmatic solutions to immediate problems and an idealistic vision for the future. This blend is evident in policy debates, cultural conversations, and personal beliefs about improving the world.

Trump supporters lean more heavily toward pragmatism, often viewing Trump as a disruptor who makes practical, ‘real-world’ decisions, even if they defy political norms. The idealistic pursuit of making America ‘great again’ is framed as a return to a past that worked for them rather than a forward-looking vision.

Pragmatism and Idealism are Shared American Traits: Both Harris and Trump supporters want America to be strong. While Trump’s vision draws from a shared myth of the “good old days,” Harris focuses on building a future that includes everyone—ensuring we preserve what’s good while adapting to new challenges. We don’t have to choose between idealism and pragmatism. Her policies aim to address real problems—like affordable housing and fair wages—while pushing America forward so future generations can succeed.

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Let’s come together and put America back on course.

But we share more common ground beyond the differences than we often realize. At the heart of it, both Trump and Harris supporters want a stronger, safer, and more prosperous America. We may debate the path, but we’re all driven by the same desire to protect our freedoms, create opportunities, and ensure that the American Dream remains alive for the next generation.

The real challenge isn’t just winning elections—it’s preserving our shared ideals. It’s about recognizing that we’re all Americans, bound by the same foundational values of individualism, resilience, and innovation. If we focus on these common values rather than our divisions, we can move forward together, strengthening the nation we all love.

It’s time to move past what divides us and focus on what unites us: a commitment to an America that works for all of us. Let’s work to create a country where opportunity is real, freedom is protected, and everyone has a fair shot, no matter who they voted for.

America has always thrived when its people come together, not when they tear each other apart. Let’s build on that legacy, not just for our party or candidate, but for the good of the country we all call home.