Chapter 7. Topspin in Action (Martial Art: Agility)
Guard against your opponent, wait for his move then immediately switch to the offensive.
Hei-Ho-Kaden-Sho (Hereditary Manual of the Martial Arts) By Yagyu Tajimanokami Munenori [7.1] (1571–1647)
Topspin presents further parallels with the martial arts. It moves the combative exchange from the defensive, deflecting the challenger’s negative energy, to the offensive, asserting influence over the challenger. However, exerting that influence is not easy; it requires the presenter to overcome opposing natural instincts. Human beings, when faced with danger, either try to protect themselves or escape the conflict: the classic Fight or Flight reaction.
Most presenters, when faced with challenging questions, respond with either the Fight reaction: a terse defensive or evasive answer; or the Flight reaction, a short effective answer and then a rush to move on to the next question. For presenters to stand their ground and add another sentence or two of Topspin requires an act of extreme will. To Topspin well requires a skill of extreme mental dexterity.
Just how difficult this can be is illustrated in the field of politics where candidates must stand toe-to-toe with their opponents in debate, in front of the public in open forums, or exposed to the press in the glare of the media spotlight.
Michael Dukakis Misses a Free Kick
Massachusetts Governor Michael Dukakis had his big moment in the media spotlight during the U.S. presidential election of 1988. As the Democratic candidate, Dukakis had twice debated George H. Bush, the incumbent vice president, but was still behind in the polls. Eager to have another chance, he accepted an offer from ABC television for a joint appearance 13 days before the election on its Nightline series. The Bush team declined the offer, and Dukakis, liberated from television’s equal time requirements or a rebuttal from his opponent, had the equivalent of what in football is known as a free kick.
However, during the live broadcast, when host Ted Koppel asked Dukakis a challenging question about his ability to lead the country, he replied:
I guess the thing that concerns me the most is that I’ve found it very difficult to give people in this country a real sense of who the real Mike Dukakis is. Who I am, what I care about. And the kind of deep commitment I have to people in the communities and to this country, and why I’m running for presidency. You know, I’ve… people have said, well, I’m kind of cool. Don’t have enough passion and so on. People who know me know just how deeply I feel about this country, and about our future, and about public service. And why I’ve been in public service for 25 years. But it’s very difficult to convey that. [7.2]
By concluding his answer with “It’s very difficult to convey that,” Michael Dukakis spiraled downward, ending negatively. Imagine if the governor had heeded the advice of Master Munenori and immediately switched to the offensive by saying instead,
“People have said, well, I’m kind of cool. Don’t have enough passion and so on, but people who know me, know just how deeply I feel about this country, and about our future, and about public service. And why I’ve been in public service for 25 years. And if they knew the kind of deep commitment I have to people in the communities and to this country, they would vote for me for the presidency.”
“Vote for me for the presidency,” would have been Michael Dukakis’ Topspin, his Point B, in his campaign against George H. Bush.
Imagine if George H. Bush, in his 1992 debate with Bill Clinton, had concluded his answer to Marisa Hall by saying, “So if you’ll only elect me to a second term, I’ll initiate even more such programs.” This would have been George H. Bush’s Point B as well as Marisa Hall’s WIIFY.
Eight years later, George H. Bush’s son, George W. Bush, ran for the presidency and was confronted with the challenge of employing Topspin effectively.
The Evolution of George W. Bush
During the U.S. presidential election of 2000, then Governor of Texas George W. Bush’s chronic difficulty with the English language made him the constant butt of jokes in the media and the endless target of late-night comedians.
This trait reached its nadir in the last of his three debates with then-Vice President Al Gore on October 17, 2000, at Washington University in St. Louis. The debate was conducted in the town hall format (the same format as the one in which George W. Bush’s father had looked at his wristwatch and lost track of Marisa Hall’s question). In this format, ordinary citizens had the opportunity to question the candidates directly. (There would be no follow-on questions for the son; he had learned from his father’s mistake.) One young woman, Lisa Kee, asked:
How will your tax proposals affect me as a middle-class, 34-year old single person with no dependents?
Governor George W. Bush replied:
You’re going to get tax relief under my plan. You’re not going to be targeted in or targeted out. Everybody who pays taxes is going to get tax relief. If you take care of an elderly in your home, you’re going to get the personal exemption increased.
“…take care of an elderly in your home”! His answer ignored the fact that the young woman had said that she has no dependents. Then, with hardly a pause for breath, he went on to say,
I think also what you need to think about is not the immediate, but what about Medicare?
“Medicare”! Now his answer ignored the fact that she was 31 years away from eligibility for Medicare.
You get a plan that will include prescription drugs, a plan that will give you options. Now, I hope people understand that Medicare today is…is…is important, but it doesn’t keep up with the new medicines. If you’re a Medicare person, on Medicare, you don’t get the new procedures. You’re stuck in a time warp, in many ways. So it will be a modern Medicare system that trusts you to make a variety of options for you.
His rambling answer continued to move further out on a limb.
You’re going to live in a peaceful world. It’ll be a world of peace, because we’re going to have clearer…clear-sighted foreign policy based upon a strong military, and a mission that stands by our friends; a mission that doesn’t try to be all things to all people. A judicious use of the military which well help keep the peace.
He rambled farther and farther away from her question about his tax proposals.
You’ll be in world, hopefully, that’s more educated, so it’s less likely you’ll be harmed in your neighborhood. See, an educated child is one much more likely to be hopeful and optimistic. You’ll be in a world in which fits into my philosophy; you know, the harder work…the harder you work the more you can keep. It’s the American way. Government shouldn’t be a heavy hand. That’s what the federal government does to you. Should be a helping hand.
Finally, as Governor Bush wound down his answer, he addressed the Roman Column in Lisa Kee’s original question: his tax proposals.
And tax relief in the proposals I just described…
Then he offered a WIIFY to the 34-year old single person with no dependents.
…should be a good helping hand. [7.3]
“…should be a good helping hand.” Spent by his ramble, Bush’s WIIFY fizzled. He made it worse by speaking the words without any sense of conviction.
In his rush to Topspin with his own messages about Medicare, world peace, education, a strong military, his philosophy, and government policy, George W. Bush raced past Lisa Kee’s question about his tax proposals with only a vague reference to them in his opening statement.
You’re going to get tax relief under my plan. You’re not going to be targeted in or targeted out. Everybody who pays taxes is going to get tax relief.
He was equally vague in his closing statement.
And tax relief in the proposals I just described should be a good helping hand.
With his rambling answer on seemingly unrelated subjects sandwiched between his first and last words, he appeared evasive. As a result, by the time he got to the end of his ramble, his Topspin fell flat in both delivery and substance.
The lesson here is that a presenter or speaker must earn the right to Topspin by first answering the question. Then, and only then, can you Topspin, and it will flow directly and appropriately from your answer.
The CEO of a startup company challenged by a potential investor concerned about the company’s ability to compete against a larger, entrenched competitor could first answer by describing the company’s competitive strategy and then conclude with Topspin, “We’re confident that we can not only compete effectively, but will succeed in this market.” Topspin to Point B. The Topspin then directly counters the challenge hurled in the question.
A salesperson challenged by a potential customer about the high price of a product could first answer by describing the total cost of ownership and then conclude with Topspin, “In the long run, you’ll actually pay less.” Topspin to a WIIFY.
A marketing manager challenged by the executive staff for seeking more advertising dollars in a time of cutbacks could first answer by reviewing the results of the previous ad campaign and then conclude with Topspin, “The ads will generate more revenues.” Topspin to a WIIFY.
Topspin serves as the positive Yang to counter the negative Yin in the toughest question. If a question accuses you of being too expensive, too cheap, too small, too big, too late, too early, too light, too heavy, too narrow, too broad, too anything, you can counter the charge with your Topspin. Remember, however, that you must first neutralize the negative with your Buffer and then provide a substantial answer directly related to the Roman Column in the question, If you can, provide supporting evidence as well. After that, you are free to Topspin at will.
Despite his performance in the 2000 town-hall presidential debate, George W. Bush assumed the office for his first term. However, his advisors realized that he needed to appear more presidential in public, so they set about to make improvements. The result of their efforts became visible less than a year into office when he held a press conference at a high school in his home town, Crawford, Texas, on November 15, 2001.
In response to a question about U.S./Soviet relations, President Bush replied:
I believe the U.S./Russian relationship is one of them most important relationships that our country can have.
This Roman Column in the question was the U.S./Soviet relationship, and so his answer immediately and directly related to the question, quid pro quo. Then, after his answer, he said:
And the stronger the relationship is…
By restating the key word, “relationship,” he linked forward to say,
…the more likely it is the world will be at peace.
“The more likely it is the world will be at peace,” a WIIFY for the world. Topspin. Then, restating the words, “the more likely,” he linked forward again.
The more likely it is we’ll be able to achieve a common objective, which is defeat the evil ones!
“Common objective” is a synonym for Point B; Point B is a synonym for Topspin.
…that try to terrorize governments such as the United States and Russia. And we must defeat the evil ones…
“We must defeat the evil ones,” a restatement of his Point B and another Topspin. Because he was in a high school, he also gave the kids their very own WIIFY.
…in order for you all to grow up in a peaceful and prosperous world. [7.4]
The quality improvement continued. After seasoning by the sobering events of 9/11, the economic downturn, and the war in Iraq, President Bush decided to run for a second term. On the day he officially filed to be a candidate, May 16, 2003, he held a brief press conference on the lawn at the White House (Figure 7.1).
Figure 7.1. George W. Bush holds a press conference.
In response to a question from a reporter about his prospects for reelection, President Bush said:
The American people will decide whether or not I deserve a second term.
His quid pro quo answer related directly to the reporter’s question and earned him the right to move on to his own message, his Topspin.
In the meantime, I am focusing my attention today on finding…helping people find work.
“Helping people find work,” a WIIFY for the electorate immediately after his answer…Topspin.
And that’s where I’m going to be for a while. I want this economy to be robust and strong so that our fellow Americans who are looking for a job can find a job.
Another WIIFY for the electorate…another Topspin.
We’ve also got a lot of work to do on the security front.
Here was still another Topspin, this time to reinforce his role as a wartime president, his Point B.
As John clearly pointed out, we’ve got an issue…we’re dealing with countries from around the world to make sure that they know that the war on terror continues. No one should be complacent in the 21st century, the early stages of the 21st century, so long as al Qaeda moves. I’ve told the country that we’ve brought to justice about half of the al Qaeda network…operatives, key operatives. And so the other half still lives. And we’ll find them, one at a time. [7.5]
“We’ll find them, one at a time,” a restatement of his Point B, punctuated with determination in his voice and his expression.
In sum, President Bush delivered two strong Points B and two clear WIIFYs after his answer. Although the Points B and the WIIFYs were not directly in line with the Roman Column of his candidacy, the fact that he had provided an answer to the question released him to move on to his own messages, his Topspin.
By the time his run for reelection came around in 2004, George W. Bush had become even more accomplished at Topspin. Over the course of the campaign, he developed a reputation for staying on message relentlessly. At the same time, he also repeatedly attacked his opponent for “flip-flopping”his positions. John F. Kerry, to his own detriment, all too often obliged by shifting policy.
For most of the campaign, the senator’s messaging either lacked focus or was inconsistent. In what was to become his bete noire, when a heckler at a campaign stop in West Virginia demanded to know why Kerry had voted for the invasion of Iraq and then voted against appropriating additional funds, he replied, “I actually did vote for the $87 billion before I voted against it.” Bush pounced on the statement and derided it at every opportunity.
However, the president did not rely on negative attacks alone. They were far outweighed by many positive Topspins to his own agenda. This point is vividly apparent in the speeches he made during the homestretch of the campaign. A computer search of their texts on his website (http://www.whitehouse.gov/) finds that he repeated several key themes over and over, almost as a mantra.
• “Freedom is on the march”
• “A safer America, a stronger America”
• “We will prevail”
• “We have a moral responsibility”
The first three phrases related to the controversial war in Iraq. Despite the public opinion polls that showed widespread discontent with the operation and the almost daily horror stories from the region in the media, the president stuck to his guns and doggedly defended his choice. In his speeches, rallies, interviews, and press conferences, he stated and restated his conviction multiple times as Topspin.
The culminating instance of his effective use of Topspin occurred in the homestretch of the campaign, during the closing moments of his third and final debate against John F. Kerry, more of which you’ll see in Chapter 9, “The Art of War.” In response to the penultimate question of the debate, George W. Bush took the opportunity both to reaffirm his Point B and to disparage his rival.
My opponent keeps mentioning John McCain, and I’m glad he did. John McCain is for me for president because he understands I have the right view in winning the war on terror and that my plan will succeed in Iraq. And my opponent has got a plan of retreat and defeat in Iraq.
“My plan will succeed in Iraq. And my opponent has got a plan of retreat and defeat in Iraq.” In that one short statement, George W. Bush, in effect, succinctly summarized the entire 2004 election campaign: He was resolute in his convictions, while his opponent vacillated.
As important as was the issue of the war in Iraq, the fourth phrase in the preceding list, about moral responsibility, ultimately became even more important. Targeted at his core conservative support group, known as his “base,” moral responsibility resonated with their all-important themes of patriotism, family, and religion, but more importantly, it also defined the president’s positions on several other major controversial issues…same sex marriage, abortion, and stem cell research.
While the electorate as a whole was concerned with even more major issues…terrorism, taxes, jobs, health care, Social Security…in the end, moral responsibility was uppermost in their minds. According to Election Day exit polls, “When respondents were asked to pick the one issue that mattered most in choosing a president, “moral values” ranked first at 22%, surpassing the economy (20%), terrorism (19%), and Iraq (15%).” [7.6]
Even more telling was another Election Day exit poll of two of the most hotly contested swing states, which found that “about 8 out of 10 people in Florida and Ohio who voted for Mr. Bush said moral values had been a key factor in their decision.” [7.7] Florida with its 27 electoral votes and Ohio with its 20 went to Bush, giving him a grand total of 286 electoral votes to Kerry’s 252, with 270 needed to win. Topspin ruled.
Consistent to a fault, two months later, the president launched into his second term by delivering an Inaugural address in which he used the word “freedom” 27 times in the 20 minute speech.
In the discussion of the presidential debates in Chapter 9, you’ll see more about how President Bush and Senator Kerry employed Topspin, as well as how they handled several other techniques that are so vital in the line of fire, but let’s conclude this chapter with two other debates that provided classic examples of Topspin.
Lloyd Bentsen Topspins
In the U.S. presidential election of 1988 election in which George W. Bush’s father, George H. Bush, ran against Michael Dukakis, their vice-presidential candidates, Dan Quayle, the senator from Indiana, and Lloyd Bentsen, the senator from Texas, also debated. The format for their single encounter was to respond to questions posed by a panel of journalists. When they assembled in the Omaha Civic Auditorium on October 5, 1988, Senator Quayle was struggling with the stigma of his youth and inexperience, and the journalists, true to their nature, went after his weak spot.
First, Judy Woodruff of the Public Broadcasting Service challenged Quayle’s maturity. Then, Brit Hume of ABC NEWS took up the cudgel, challenging him twice more on the same subject and, when his turn came, so did Tom Brokaw of NBC NEWS.
Senator Quayle, I don’t mean to beat this drum until it has no more sound in it. But to follow up on Brit Hume’s question, when you said that it was a hypothetical situation, it is, sir, after all, the reason that we’re here tonight, because you are running not just for Vice President…
The audience in the auditorium, sensing the intensity of the panelists’ pursuit of this vital issue, broke into applause. Then, Brokaw continued.
…And if you cite the experience that you had in Congress, surely you must have some plan in mind about what you would do if it fell to you to become President of the United States, as it has to so many Vice Presidents just in the last 25 years or so.
With a touch of exasperation, Quayle replied to Brokaw’s challenge:
Let me try to answer the question one more time. I think this is the fourth time that I’ve had this question.
Brokaw interjected, holding up three fingers.
The third time.
Brokaw was wrong. It was the fourth time, but in his frustration, Quayle accepted the correction.
Three times that I’ve had this question…and I will try to answer it again for you, as clearly as I can, because the question you are asking is what kind of qualifications does Dan Quayle have to be president…
Brokaw shook his head from side to side. That was not the question he was asking. Quayle saw Brokaw’s negative reaction and tried to reframe his question.
…what kind of qualifications do I have…
But Brokaw continued to shake his head. As if to emphasize his dissatisfaction, he also sat back and folded his arms across his chest. You’ll recall from Chapter 5, “Retake the Floor,” that the audience’s physical reaction to whether the presenter has heard the question or not is completely involuntary for all human beings…even professional journalists like Tom Brokaw.
Suddenly, Quayle realized that the Roman Column was his plan and not his qualifications. His eyes widened and his voice rose in confidence to state it.
…and what would I do in this kind of a situation.
Quayle finally got it right and Brokaw nodded in assent. Quayle went on for a minute to outline what he would do, and then concluded his answer with Topspin to his qualifications.
It is not just age; it’s accomplishments, it’s experience. I have far more experience than many others that sought the office of vice president of this country. I have as much experience in the Congress as Jack Kennedy did when he sought the presidency. I will be prepared to deal with the people in the Bush administration, if that unfortunate event would ever occur.
During Quayle’s answer, the television image cut from a close up of Quayle to a wide shot that included Lloyd Bentsen, his eyebrows raised in incredulity (Figure 7.2).
Figure 7.2. Senator Lloyd Bentsen reacts to Dan Quayle.
At that point, Judy Woodruff turned the floor over to Senator Bentsen for his rebuttal. Senator Bentsen began his answer with Topspin.
Senator, I served with Jack Kennedy, I knew Jack Kennedy, Jack Kennedy was a friend of mine. Senator, you are no Jack Kennedy. [7.8]
As powerful and as famous was Lloyd Bentsen’s Topspin, there was another more powerful and more famous.
Ronald Reagan Topspins
On October 28, 1984, incumbent President Ronald Reagan met Senator Walter Mondale of Minnesota at the Municipal Auditorium in Kansas City in a presidential debate with a format similar to the Quayle-Bentsen match: responding to the questions from a panel of journalists. During the debate, Henry Trewhitt, the diplomatic correspondent for The Baltimore Sun, asked President Reagan:
You already are the oldest president in history and some of your staff say you were tired after your most recent encounter with Mr. Mondale. I recall yet that President Kennedy had to go days on end very little sleep during the Cuba missile crisis. Is there any doubt in your mind that you would be able to function in such circumstances?
Ronald Reagan, known as the Great Communicator, and deservedly so, replied promptly with a crisp three-word answer,
Not at all.
Then, he then immediately switched to the offensive with an agile Topspin for the ages.
And, Mr. Trewhitt, I want you to know also I will not make age an issue of this campaign. I am not going to exploit for political purposes my opponent’s youth and inexperience. [7.9]
Even his opponent, Senator Mondale, knew he was in the presence of a master of the game, and he laughed along with the peals of laughter from the audience (Figure 7.3).
Figure 7.3. Ronald Reagan Topspins Walter Mondale.
Ronald Reagan’s Topspin and Colin Powell’s Key Word Buffers are examples of virtuosos at their best. Neither skill comes easily; each of them is counterintuitive to the natural tendency of results-driven presenters to jump directly to answers and then to keep moving. Each of these skills requires an effort to learn. That takes discipline, the next of the core martial arts skills, and the subject of the next chapter.