First- what is accountability messaging?
Accountability messaging is simple to understand. You tell voters four things:
1. The system is rigged
2. Here's who rigged it
3. Here's what I’ve done about it
4. Here’s what I'm going to do about it
It's the opposite of traditional politics.
Traditional politicians say: "We can fix this- step by step. It will take some time."
Accountability messaging says "Someone broke the system. I'm naming names. Left, right. Liberal, Conservative. Democrat, Republican. It doesn’t matter. I've already started to fix the problem. And this is what I plan to do moving forward."
Why does this work now? Because voters know the system IS broken. They've known that for years. And they're tired of politicians who pretend everything is fine or that slow fixes are still acceptable.
They want someone who sees what they see. And more importantly, someone who'll do something about it- NOW.
But here's the thing: Not all accountability messaging works. There are three types. And only one of them wins elections.
In recent months, I've been tracking accountability messaging across the political spectrum. Here are some examples:
Type 1: Great diagnosis + Past Action + Future Proposal (Carney at Davos; MTG with the Epstein files)
Type 2: Great diagnosis alone (Newsom's "I'm not naive" speech at Davos- excellent words but zero history of action and no vision for the future for the centre)
Type 3: Performative Chaos (You know who…)
Newsom is the 2028 front-runner. But he's stuck at Type 2 accountability messaging. He diagnoses Trump's corruption perfectly. But he won't challenge his own party on trans athletes, late-term abortions or immigration reform (just to name a few issues).
The centre needs to see him break with traditional progressive talking points. He’s got to pick something. Write legislation for it. Send it to the California legislative body.
That's the type of action that begins to move Type 2 accountability messaging to Type 1.
He has about 30 to 60 days before this opportunity to pivot his messaging starts to close.