As the left, from Vox to Politico and from CNN to MSNBC, delight at what they see as Trump’s poor first debate performance, here’s an idea that Donald Trump could use to boost his next performance. Show that the presidency of the United States of America matters more to you than your brand.

Because that’s a problem. Not that it is only Donald Trump that has corporate interests that could conflict with his role as the next president of America. The Clinton Foundation mixes money and politics in a shamelessly seamless way. There is nothing shamed or seamed about Bill and Hillary Clinton. But it’s all beltway stuff with the Clintons. Some of it was paid for directly by the U.S. taxpayer, when Hillary received her salary as Senator and then Secretary of State, for example. Some of it was paid by book sales. Much of it was paid for by speaking fees, especially Bill Clinton, but Hillary as well. All of it was directly related to politics. Building their wealth by leveraging their political power in all sorts of ways as they rose through the state and federal political structure of America was the Clinton’s daily bread.

Trump, on the other hand, has been a developer-turned-media-marketing-mogul. He built his brand the old-fashioned way, through bankruptcy and real estate bubbles and busts. And he survived and prospered – exactly by how much he prospered remains to be seen of course. And through it all, the one constant was building and rebuilding his brand.

When he decided to enter politics, Trump had a choice. He could finance and support an existing politician whose views and policies he found engaging. Or he could enter himself. He did and despite the amused predictions of a colorful collapse, he survived. And he did more than survive. He won. He is now 2 debates and a slender few (at this point) percentage points from winning the White House.

Did he really think he’d get this far? It has been suggested that he did not. But the energy and gusto with which he has taken on one challenge after another – whatever antipathy his methods have provoked in both parties – suggests he was in it to win from the start. And whether he really thought he could win it all in the June of 2015 has long been a moot point. Because he really could win it all now.

To do that he needs to let go of his brand. Not his past. His brand. Yes, he needs to effectively point out how he understands job creation from the inside of a business. And not from a policy brief in an office in the White House or on the Hill. But he can never let Hillary bait him so easily by disparaging his brand and questioning how he built it. He has to work past that, if he can.

Is he narcissistic? Pretty clearly, yes he can be. Perhaps he needs to be just a touch more of a sociopath. Able to disconnect and reconnect with whatever emotion is handy at any given moment. And do it on a dime, like Bill Clinton noticing the video camera at Ron Brown’s funeral, and switching from a chuckle to shedding tears at the drop of a hat. Now that’s impressive.

But more than anything, if Trump can keep his brand at an emotional arms length, he might find it easier to avoid the traps that Hillary’s team meticulously laid for him at the Hofstra debate.

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