by Matthew Allen | Nov 12, 2024
I’m here to rant about the twenty twenty-four election because, seriously, what the hell just happened? As a life-long progressive Democrat and enthusiastic Kamala Harris supporter, I felt like I got kicked in the teeth when Trump won. How could this possibly be real? How could anyone, let alone millions of women, minorities, and especially immigrants, vote for this guy that treats them with such contempt? Well, I wanted answers, and I’ve come up with a theory that’s a bit disturbing but also fascinating.
But look, I’m no political scientist or journalist. I’m just a dad with two daughters trying to make sense of this chaos. I’m aware that I’m probably oversimplifying things here. Just hang with me, because this whole thing is a bit surprising when you look at it.
Let’s break it down into three groups:
So why did this third bunch vote for a guy who treats them like garbage? Brace yourself for the ugly truth. They don’t know anything about him beyond the basics. Seriously. They think he’s just a rich, successful, straight-talking businessman who somehow made their lives better back before COVID. That’s it.
These are our RUBIs: Radically Uninformed and Blindingly Inattentive.
But wait, don’t rage quit just yet. I can already hear some of you groaning, “Oh great, another guy calling voters dumb.” But I want to assure you: I’m really not. I’m just fascinated by these folks. They’re not making quirky, vaguely-mysterious decisions. They’re voting for someone with a criminal record and a history of serious accusations, against their own best interests. And doing so with an almost alarming confidence.
But here’s the thing: it’s not just about pointing out that these people exist. It’s about understanding why this is happening and what we can actually do with this knowledge. The choices by RUBIs aren’t random, and they’re not inevitable. They’re the result of misinformation, tribal loyalty, and systems that thrive on chaos and ignorance.
And here’s the twist. We can use this dynamic to our advantage. By grasping how and why these RUBIs think and vote the way they do, we can start to shift the conversation. We can outmaneuver the tactics that keep them in the dark and, dare I say it, exploit this dynamic for smarter, more effective strategies in the future.
So, I hope you’ll hear me out. I’m here to lay out the problem and show how we can turn it around with some concrete solutions.
Well, let’s make this real clear up front. RUBIs aren’t MAGA nutjobs. They’re not the ones stockpiling ketchup packets, raging about drag queens, and fantasizing about a 1950s America where dad came home in a suit and tie, mom vacuumed in pearls, and kids voluntarily raked the yard while humming the national anthem.
Hell, I don’t think RUBIs are even politically affiliated in any traditional sense. They’re just everyday people who are so checked out about politics, it’s scary.
So let’s break it down:
And it’s this combination of “lack of education” and “not paying attention” that defines the RUBI voter group. It’s like expecting them to ace a test they didn’t know they were taking because they spent class daydreaming about lunch.
Bottom line: RUBIs aren’t committed Republicans, and maybe not Republican at all. Many weren’t splitting tickets; they were just focused on Trump and skipping the rest.
There’s this saying. “Never attribute to malice that which can be explained by stupidity.” That’s what’s known as Hanlon’s Razor. And wow, does it fit here. RUBIs aren’t evil masterminds plotting democracy’s downfall; they’re just fumbling through the voting booth with no idea what’s at stake, blindly casting votes against their own interests in the process.
But I want to make a key point here: ignorance doesn’t absolve responsibility.
Just because someone doesn’t understand the gravity of their choices doesn’t mean they’re off the hook for the damage those choices may cause. If you accidentally start a house fire because you didn’t know how to properly use a lighter, the house still burns, and it’s still your fault. RUBIs may not be masterminds, but their obliviousness has real-world consequences that ripple far beyond the voting booth. Ignorance is not an excuse, especially when the stakes are this high, and the information is readily available if they cared enough to look for it. Responsibility doesn’t vanish just because someone chooses to stay uninformed.
Picture this: you pluck a caveman out of the Stone Age and drop him into 2024.
That’s your average RUBI voter.
Look, I'm not using this caveman analogy to ridicule RUBIs. I think we're all still cavemen to some degree when you think about it. It's just that RUBIs are a bit more caveman than the rest of us. Sad, sure. But true.
RUBIs aren’t watching debates, checking out campaign ads, or reading up on issues. Hell, they might not even know the difference between Republican and Democrat, other than “one’s red, one’s blue.” When they hit the polls, it’s with a vague idea of what they like or who feels familiar.
If this kind of blunt talk makes you squirm, I get it. But buckle up, because we need to face reality here if we want to turn things around. Not everyone is out there making smart, well-informed decisions based on research and solid information. RUBIs are the antithesis of this: it’s like they’d vote for a grilled cheese sandwich if it came with free Wi-Fi and a catchy slogan.
How many stories have we seen about RUBI voters, who just handed Trump another win, now finally realizing, oh shit, maybe voting for him wasn’t such a hot idea? It’s like watching someone push a pull door, and then get mad at the door.
I mean, George Carlin kinda nailed it: “Think of how stupid the average person is, and realize half of them are stupider than that.” Let that sink in for a minute.
Yeah, that’s pretty damn harsh, but if we’re being honest here, it’s actually pretty insightful.
Some of you are going to be nodding your heads in understanding because you’ve experienced some of these folks yourself. Congratulations, you’ve made it to the next level.
But we need to go a bit deeper to fully understand the landscape of the RUBI mindset.
Here’s the thing. I went to college and got my degree. (First in my family actually.) I follow the news, and I naturally assume others know a little bit about the world around them. You know, like basic stuff. How science works. How the government functions. Maybe even how a woman’s body actually works. I know, I know. High expectations. But nope, I am wrong. RUBIs are living in a very different world than I am.
There’s actually a name for this disconnect: the False Consensus Effect. Basically, it’s this mental glitch where we assume other people share our level of knowledge, our values, our common sense. But here’s the thing: they don’t. Most of us are stuck in our own bubbles, assuming everyone else is paying attention and trying to be informed.
And I believe this is one of the reasons that the Democratic political establishment seems so out of touch. I think they’ve fallen prey to the False Consensus Effect. They are assuming voters are tracking their every move, hanging on their every word, and passionately debating policy nuances over breakfast. When in reality, RUBI voters are just trying to remember if they left their keys in the fridge again.
So here’s something surprising you may not know: only 37% of U.S. adults have earned a college degree. And the other 63%? They either didn’t finish college, barely scraped through high school, or dropped out. Look, I’m not saying that not having a degree means you’re dumb. Not at all. But here’s the uncomfortable reality: there’s a strong link between education and things like media literacy, political engagement, and critical thinking.
Here’s what that looks like:
So, guess what? RUBIs don’t have media literacy, aren’t politically engaged, and definitely aren’t exercising critical thinking. That’s part of what makes them RUBIs in the first place.
And that’s so far from where the people in the political establishment spend their days, it’s hard for them to wrap their heads around just how disconnected these RUBIs really are.
As a simple example, I once asked my mum what percentage of people have college degrees. She’s a therapist and has a Masters degree. She was like, “Oh, it’s got to be around 75%.” Because that’s the world she lives in. And that’s the False Consensus Effect.
To drive this point home, I’d like you to indulge me for a minute. I’m going to list just a few of the things that RUBIs either don’t understand, or only grok at a very rudimentary level.
Okay, strap in. Here goes.
Politics, elections, referendums, ballot measures, voter suppression, the electoral college, what the government does, what the president does, what the congress does, the branches of government, separation of powers, checks and balances, impeachment, presidential immunity, democracy, authoritarianism, fascism, socialism, communism, capitalism, social justice, the legislative process, the filibuster, gerrymandering, lobbying, public opinion and polling, Project 2025, the judicial system, the supreme court, the legal system, criminal justice, ethics, diplomacy and foreign policy, international relations, geopolitics, national security, sanctions, the United Nations, economics, monetary policy, tariffs, inflation, labor markets, collective bargaining, world trade and global markets, taxes and tax brackets, child tax credits, supply chains, whatever the fuck an opportunity economy is, basic financial literacy, financing and credit, welfare, consumer behavior, science of any kind, the scientific method, evolution and natural selection, space and the solar system, computers and technology, artificial intelligence, social media, cybersecurity, cryptocurrency, vaccination and immunization, disease prevention and public health, nutrition, anatomy, genetics, the female reproductive system, the male reproductive system, sexual health, abortion, transgender anything, US history, world history, any history, climate change, environmental sustainability, renewable energy, Christianity, world religions other than Christianity, logical fallacies, correlation is not causation, and cause and effect unless it’s super basic and directly observable.
Whew! I mean, that’s a lot of knowledge to have in one brain.
Look, almost nobody is going to understand all of those things. It’s not a value judgement. But the point is that education level matters a lot when you’re talking about the issues.
And, for RUBIs, the vast majority of these things are just noise. That’s a key thing to consider if you’re trying to communicate with them. When you say “filibuster”, they probably think it’s some kind of fancy French dessert they can’t afford.
And therein lies the problem. Politicians assume that the average voter understands and is aware of way more than they actually do. (And RUBIs are even worse than the average voter.)
Here’s a classic RUBI gem for you. A friend told me about a female Hispanic coworker who voted for Trump with the classic reason: “Biden hasn’t really done anything.” This, my friends, is RUBI logic at its finest. Totally blind to the big picture.
So we’ve established that RUBIs have no clue how the political system actually works. Most couldn’t name the branches of government if their life depended on it. So when Republicans go full obstruction mode and block everything, RUBIs have no idea it’s even happening. All they know is that “the Democrats didn’t get anything done.”
Remember this? Back in 2010, Senate Leader Mitch McConnell straight-up said, “The single most important thing we want to achieve is for President Obama to be a one-term president.” No subtlety. Just full-scale sabotage.
Fast forward to February 2024: Trump himself opposed a bipartisan border security bill, openly urging Republican lawmakers to block it just to deny Biden a win.
And this is just a sample of the GOP’s “stop them at all costs” playbook. But are RUBIs aware of any of this? Hell no. Because they’re not paying attention. So instead, they’re out there thinking Biden hasn’t done anything, blissfully unaware of the constant roadblocks thrown in his way.
This is key. Democrats need to stop assuming the public understands the nuanced machinations of Washington and start making it clear, in very simple language that even RUBIs can understand, how the GOP is blocking all the progress that Democrats have tried to make for them.
Because as bad as the underhanded dysfunction has been since Trump came onto the stage, his next term is going to be a circus, where the clowns are running the show, and the tent is already on fire.
Well, not exactly.
Look, RUBIs aren’t evil. Demonizing them misses the entire point. Here’s the deal: they’re not out there trying to burn the country down; they’re just trying to get by, like the rest of us. As one Democratic voter with RUBI relatives put it:
“I look at my family. Half of them unemployed, a mom working in public education, a relative who just started a small business, and two parents with no retirement plan. The policies Kamala would’ve put in place would have actually helped them. But I get why they voted Trump. The last couple of years have sucked for them, and while I’ve felt the economic pinch, I’m doing okay. I hurt for them because they think Trump’s in their corner. They’re good people. They’re not Nazis or bigots. They’re just frustrated and feel left behind.”
Hmm. That’s hard to read.
Most RUBIs are doing the best they can with what they know. The problem? They’re working with bare-bones information at best. My definition of a bad person is someone who is malicious. And yeah, we’ve got some of those people in this country. The unhinged, delusional MAGA weirdos, full of rage, who think the moon landing was filmed in a Denny’s parking lot and that microwaves are stealing their thoughts. But that’s not who we’re talking about here.
Even though RUBIs are generally decent people, they lack the education, media literacy, and critical thinking skills to be truly informed and engaged. Trump figured that out and knew exactly how to play them. He sold them a story, and they bought it. And the tragic irony is that the policies he’s pushing will hit RUBIs the hardest.
Take tariffs, for example. Trump’s obsession with them is about to fuck over American businesses, and, you guessed it, a ton of RUBIs are going to lose their jobs. They’re literally voting against their own interests. And because they don’t understand cause and effect all that well, they probably won’t connect the dots and realize it was Trump’s policies that did this to them. Meanwhile, Republicans will happily turn around and blame the whole mess on the Democrats. (Thanks, Obama!)
So, are RUBIs bad people? No, I don’t think so. But their gullibility? That could end up doing some serious damage to the country unless we figure out how to actually reach them.
Here’s something interesting I’ve noticed about RUBIs: they gravitate toward “strong men” in tough times.
When they feel the walls closing in, when their finances are in the gutter and life feels out of control, they start looking around for a “strong man” to fix things. They want someone who’ll roll in, take charge, and make the scary stuff go away.
But, why?
Look, I get it. Talking about “strong men” feels ridiculous and offensive. If we’re honest, we know women are just as strong (if not stronger) in countless ways. But we’re talking about RUBIs here, not modern nuanced reality. RUBIs are sold on the image of a tough, decisive “man’s man.” But here’s the reality: most of these “strong men” simply...aren’t. Look at Trump. He’s a tantrum-prone toddler hiding behind his spray tan and comb-over. But because he projects a certain persona, he fits the RUBI fantasy of a leader who “gets things done.”
Sound familiar? It should. This is exactly why Trump appealed to RUBIs, and why every “strong man” archetype appeals to the masses in a crisis. It’s visceral, it’s primal, and, unfortunately, it works.
Alright, let’s talk about Trump. Believe me, I’d love nothing more than to never have to mention his fucking name again. But here we are. The guy’s a total anomaly because, let’s face it, Trump isn’t a politician. He had zero experience in politics before 2016, and honestly, you could argue he still hasn’t learned a damn thing since.
He doesn’t know policy, he’s famously allergic to reading those daily national security briefings, and yet, here he is. Trump’s one of only a handful of pop culture icons who managed to cross over into politics. Think about it.
Notice a pattern here? For smart, educated voters, these backgrounds make no sense for political candidates. But for RUBIs? These guys are perfect. They’re familiar, they seem “successful,” and, for some reason, they feel trustworthy.
Well, it might surprise you at how basic he is in their minds.
And that’s it. Seriously, that’s all they know.
They don’t know he’s been bankrupt multiple times, impeached twice, convicted of 34 felonies, found liable for sexually abusing and defaming E. Jean Carroll, and entangled in even more scandals than we can count. They don’t know he incited a riot on January 6 and tried to overturn the 2020 election.
(Oh, sure, they have a vague awareness that “something bad happened back then”, but it’s all a bit confusing and scary. Better to ignore it and focus on something else.)
Instead, all they see (or at least, all they choose to see) is a straight-talking, wealthy TV guy who’s been President. And in their minds, that’s more than enough.
Now. Let’s talk about how Trump used the “Celebrity Shortcut” to snake his way to the front.
Here’s the thing: Trump has a massive advantage over every other politician out there because he’s a celebrity. His fame gives him a “celebrity shortcut” straight to RUBI hearts, bypassing all the hurdles regular politicians face. For most politicians, it’s an uphill battle just to get people to know who the hell they are, let alone understand their policies and actually like them. Trump skipped all that crap. He’s just like Reagan and Schwarzenegger in this way—people already knew him, already had an opinion, and, in a weird way, already trusted him.
And let’s be real. Love him or hate him, Trump isn’t boring. He stands out. And to RUBIs, that’s golden. Because they don’t even see boring.
On that note, let’s talk about politicians. To RUBIs, most politicians are basically invisible. They’re boring people talking about boring issues RUBIs don’t understand, don’t care about, and aren’t going to pay attention to. Think back to that lineup of ten Republicans in 2015. Who the hell were any of them? And who in that bunch would a RUBI be most drawn to? You got it: Donald fucking Trump. No wonder he stole the show.
Okay, well, what about Kamala Harris? To a RUBI, she was practically a ghost. Sure, some of them might have known her as the Vice President. Maybe. But they didn’t know anything about her policies, her background, nothing. To RUBIs, she was this smiling, nice person with no real connection to their lives. Plus, deep-rooted biases against women in power didn’t help. These people didn’t get her, and they weren’t motivated to.
Look, I’m still floored by how many women threw their support behind Trump, considering everything he’s ever said and done to women. (But again: RUBIs don’t know any of that.)
And it’s not just women. It’s Black voters, Hispanic voters, and especially immigrants who somehow thought, Yeah, this guy’s my pick! It’s mind-blowing! But here’s the hard truth: RUBIs come in all shapes and sizes, and they’re all vulnerable to the same manipulation tactics. Trump’s got a knack for tapping into their frustrations and fears, and they keep lining up to support him because they genuinely think he’s going to help them. It’s bonkers.
But looking back, I totally get it now. Kamala Harris, as great as she is, was a spectacularly poor choice for a candidate, given how critical RUBIs were in the election. Against a guy like Trump, a well-known, larger-than-life figure, she never stood a chance with these voters.
Here’s probably what RUBIs were thinking.
RUBIs were looking for a leader who promised straightforward relief to their pain, because they’re just trying to survive. So when Kamala rolled out things like child tax credits, assistance to first-time homebuyers, and tax cuts for small businesses, it all sounded like tone deaf solutions to the wrong problems.
Trump, meanwhile, went for simple, direct promises like cutting taxes on overtime and tips: things that actually affect the average RUBI’s wallet right now. Forget the fact that he’s a chronic liar and will say anything to get elected. RUBIs are gullible.
So I guess you could say the 2024 election was a RUBI reality check.
RUBIs are struggling, and money issues are hitting them hard. When politicians talk about “the economy,” RUBIs hear “Can I afford groceries this month?” For them, the economy is their own bank balance, not some abstract national metric.
When they hear, “Is the country on the right track?” RUBIs give a resounding “No.” Why? Because if their world feels off track, the whole damn country must be too. Same goes for the “presidential approval rating.” If a RUBI is broke, they assume the President is screwing it up, whether it’s actually his fault or not. That’s just how things work in their world.
Bottom line: Trump told them he’d fix their problems. He didn’t need a detailed plan because, for RUBIs, bold talk sounds better than policy papers. He reached people where they hurt, while Kamala’s well-meaning but complex plans just didn’t connect.
And that’s why, in the end, the RUBIs voted for Trump.
Well, yeah. Typically, RUBIs find politics boring as hell and avoid voting like the plague. They’re usually the “stay home, don’t give a shit crowd”. But 2024 threw a couple of major curveballs their way.
So they showed up, all pumped up to do their part and make a difference…they just happened to cast their vote for Trump. Talk about unintended consequences!
We now know that RUBIs aren’t driven by nuanced issues and thoughtful policy positions. They’re not clued into specific issues tied to their identity. They’re simply surviving.
If Democrats want RUBIs to hear them, they need to offer concrete solutions to their real-world pain, not political buzzwords and platitudes. RUBIs want to know how the hell they’re going to afford rent, not get a lecture on saving democracy.
It’s time for a radical shift. It’s time to make some bold proposals that will genuinely make a difference for RUBIs.
Things like:
These are the kind of bold proposals that will cut straight to the core of the RUBI voter. As inattentive as they can be, they will definitely hear this. Because it speaks directly to their pain.
Skeptical of these ideas? Curious? Check out our podcasts and blog posts that take a deep dive into each of these, and show not only how they can be transformative, but can be paid for.
As we look to wrap up, let’s talk about how we can turn the tables on the GOP and start to take back this country. And we’ll actually be using the RUBIs as our secret weapon.
Let’s start with a juicy little nugget to brighten your day: after this term, Trump is out. And that means that the Republicans are totally fucked in 2028 because they’re losing their celebrity leader. And who’s lined up to take the reins? You got it: just a bunch of unrelatable, extreme, boring Republican politicians. You really think JD Vance or any of those other MAGA weirdos are going to fire up the RUBIs? Not a chance in hell.
This gives the Democrats a golden opportunity.
So we know we’ll be facing off against a boring Republican in the Presidential election. Sure, we could put up our own boring candidate too. But that’s just playing it safe, and when the choice is “boring versus boring” the RUBIs stay home. As the saying goes, “Press the advantage.”
Wouldn’t it be some sweet, karmic justice if we turned the tables and rolled out our own “Celebrity Shortcut” candidate that got the RUBIs streaming to the polls. Gets my blood pumping just thinking about it.
So who are we talking about here? Well a standard, boring politician isn’t going to cut it. Let’s break it down.
So, if none of these folks are going to work, then who are we talking about here?
So, who comes to mind? Think on it, because if the Democrats want to win over RUBIs, they’re going to need someone who checks all those boxes, not just a “nice guy” with policy papers.
And if you want to know what I think? Well, I’ve taken a deep dive into this and broken down the options in a separate episode. Take a look.
If Democrats want to start reclaiming this country, they’ve got some work to do, and it includes reaching out to the RUBIs. Here’s the playbook.
It sounds simple, right? Well, that’s because it is. Not easy, but simple. And look, screaming at the top of our lungs about saving democracy or being on the right side of history isn’t the answer here. Instead, we need to sit down, listen up, and figure out what makes the average American’s day a little bit easier.
Maybe the real key to victory is not treating this as a battle of left versus right, but as a battle to give every person a little more stability, a little more security, and maybe even a reason to believe things can get better. Because here’s the thing: we can do better than Trump. But to make that happen, we’ve got to start where the RUBIs are, not where we think they should be.
So here’s to 2028. May we bring in a candidate who understands the heart of America, who doesn’t need a reality show to be relatable, and who can finally give the RUBIs a reason to believe in something better.
To close, here’s a powerful quote from another Democratic voter:
“For the most part, these Trump voters aren’t Nazis. They’re not bigots. They’re people who just want their lives to get better. They want their struggles recognized and addressed. Sure, Trump’s promises are as empty as his tin man heart, but a lot of his voters are genuinely voting for hope. And we’ve failed them. We’ve been so busy being rightfully outraged at what a ’garbage human’ Trump is that we haven’t looked at what it is about his platform that appeals to people. We’re stuck in the ‘they must be fascists’ mindset and missed the fact that maybe our policies don’t address their struggles. No, they’re not voting in their own best interest. But if we want to turn things around, we’ve got to understand why they think they are.”
So there it is. The path to victory isn’t about shouting louder; it’s about listening, understanding, and actually delivering.
Have thoughts, feedback, comments? Feel free to email me at matthew@bluehoperising.com.