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Guest Essay

By Mark Penn

Mr. Penn was a pollster and an adviser to President Bill Clinton and Hillary Clinton from 1995 to 2008. He is chairman of the Harris Poll and chief executive of Stagwell Inc.

President Biden appears behind in all the swing states and his campaign appears all-too-focused on firming up his political base on the left with his new shift on Israel, a $7 trillion budget, massive tax increases and failing to connect on the basic issues of inflation, immigration and energy. By pitching too much to the base, he is leaving behind the centrist swing voters who shift between parties from election to election and, I believe, will be the key factor deciding the 2024 race.

I’ve spent decades looking at the behavior of swing voters and how candidates appeal to them, including for Bill Clinton’s re-election campaign in 1996. If Mr. Biden wants to serve another four years, he has to stop being dragged to the left and chart a different course closer to the center that appeals to those voters who favor bipartisan compromises to our core issues, fiscal discipline and a strong America.

People usually assume that turning out so-called base voters in an election matters most, since swing voters are fewer in number. And it’s true that in today’s polarized environment, Mr. Biden and Mr. Trump each has about 40 percent of the country in their bases already and nothing will change those people’s minds. But in that remaining 20 percent of the electorate, swing voters have disproportionate power because of their potential to switch. It’s simple math: Take an electorate of 10 voters in an election tied 5 to 5. If one voter swings, the margin becomes 6 to 4. Two voters then need to be turned out just to tie it up and a third one is needed to win.

The simple power of this math — which drove the campaigns of Mr. Clinton (with his message about “building a bridge to the 21st century”), George W. Bush (“compassionate conservatism”) and Barack Obama (“hope and change”) — has been obscured, undoubtedly by base groups like unions or PACs that have a vested interest in maintaining their sway and power. Take Michigan, a battleground state where Mr. Trump has led Mr. Biden by as many as three percentage points in the last month. To overcome that gap, Mr. Biden would need to bring out nearly 250,000 additional voters (3 percent of more than eight million registered voters) just to tie it up in a state that has already achieved a record of over 70 percent turnout in a........

© The New York Times