You’re Not A Superhero… You’re A Megaphone

I give that advice to anyone who will listen — candidates, organizations, activists.

It’s not about us. It’s about them.

It’s a hard truth for some to hear, but I drill it into every campaign I work on: no one cares about you — they care about themselves.

If you prefer your blog posts in video form, we’ve got you covered.

The Zohran Example

Lately, I’ve had a lot of candidates bring up Zohran’s campaign. And with good reason — it was phenomenal.

The team making his videos? Top-notch.
Zohran himself? A world-class, generational talent.
His inner circle? Clearly brilliant and passionate.

But too many people flatten his success down to one word: video.

Yes, he was a viral video hit machine. But video wasn’t the genius of his campaign. Video was simply the vehicle — the genius was using it to give voice to the people.

Rewatch his clips and ask yourself: Who’s the hero of his story?

Hint: It’s not him.

He acted as the facilitator, helping everyday New Yorkers amplify their stories, fears, and priorities.

“My friends, it is done. And you are the ones who did it.”

After his astounding and groundbreaking win, he took no credit. It wasn’t his win… it was the people’s.

In the words of Nelson Mandela: it always seems impossible until it’s done.

My friends, it is done. And you are the ones who did it.

I am honored to be your Democratic nominee for the Mayor of New York City. pic.twitter.com/AgW0Z30xw1

— Zohran Kwame Mamdani (@ZohranKMamdani) June 25, 2025

The Counterexample: The Superhero Trap

Whether we’ve recognized it or not, we’ve all seen the opposite: a candidate whose campaign is completely centered on themselves.

They are the main character in every clip.
They use “I” language instead of “we.”
They promise they can solve every problem.
They are very excited to share their name, their face, their voice, their “big ideas.”

And while there are plenty of examples, let’s look at one particularly relevant one: Andrew Cuomo. 😏

After getting trounced in the primary, Cuomo learned the wrong lesson from Zohran’s success: he thinks video is the strategy, not the delivery system.

So he hired a crew, hit the streets… and made himself the star of every frame. No one wants that. (Well, maybe some billionaires and the folks who share his last name.)

He’s walking around New York like an asshole telling everyone how he’s going to fix everything.

Instead of amplifying New Yorkers’ voices, he’s staging quick clips of people praising him. It’s a show about him — not about the people he hopes to serve.

In it to win it. pic.twitter.com/1pr5obsVAu

— Andrew Cuomo (@andrewcuomo) July 14, 2025

Zohran didn’t just hold the mic up and let the people speak — he actually listened. He built his entire platform around what he heard.

Andrew Cuomo so clearly wants to be the superhero. But superhero stories only work if the people believe you have the power to move mountains.

Cuomo barely won Staten Island. 🤣

What Being a Megaphone Looks Like

If you want to follow Zohran’s lead:

• Feature real people. Voters telling their own stories about the issues they face.
• Film in community spaces. Kitchens, union halls, bus stops — not just offices and stages.
• Ask more than you tell. Let others define the problem and propose the solution in their own words.
• Highlight small wins. Show people helping people — not just campaign events.
• Make yourself the guide. You’re not the hero; you’re the one helping the heroes win.

If you watch Cuomo’s videos, you’ll notice a lot of short interactions clipped together to give the appearance of a man on the move.

I have no issue with that as part of a larger program.

But pay attention to how many of those short clips are people simply telling him how much they love him.

Zohran could break Twitter’s servers showing praise on the street. But that’s not the point.

Instead he focuses on the problems people are facing.

Chicken over rice now costs $10 or more.

It’s time to make halal eight bucks again. pic.twitter.com/OJMdWb7lkr

— Zohran Kwame Mamdani (@ZohranKMamdani) January 13, 2025

Why It Matters

When you center the people:

• Your content resonates more deeply.
• You build trust that lasts beyond one news cycle.
• You attract supporters who feel ownership of the collective mission.

When you make yourself the hero?
You create a brand that’s shallow, fragile, and forgettable the minute you’re off the ballot.

You make the story about yourself, instead of the people you hope to serve.

You tell people you can solve their problems, even though no elected official can — not without the support of the people.

In short: Take off the cape, pick up the megaphone, and remember — the real hero of the story isn’t you. It’s them.

Additional content and other housekeeping

Check out my Hello Merge Tag interview with Gabbi Zutrau, Zohran Mamdani’s Manychat automation wizard.

I also really liked this from Ravi Mangla and Rynn Reed about Why The Democrats’ Digital Strategy Is Doomed To Fail.

The photo of Zohran in the above graphic came from this Instagram post.

The Cuomo image is AI-generated (cause no one actually sees him as a superhero).

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Want to be sure your digital program is moving in the right direction? My team and I help candidates — from city council to US Senate — and progressive brands and organizations of all shapes and sizes, win the internet. Let’s chat.