World

Obama’s Three Fateful Leadership Tests

April 18 (Bloomberg) -- During the 2008 presidential campaign, Barack Obama’s team became famous for submitting almost everything they did to rigorous A/B testing. Staff members would send different versions of a message to small groups of randomly selected supporters, determine which produced the best response and then disseminate the winning appeal to the audience at large. The campaign made choices on the basis of hard data -- even when the results violated the theories of experienced political operatives.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.