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Established political parties looking to take back control from populists should turn that maxim into a strategy.In the United States, 56 percent of households report declining incomes. At the same time, those workers are worried about technology stealing their jobs or outsourcing taking their jobs abroad.Yet, it seems a tone-deaf message in a country where 50 million Brazilians are still living below the poverty line.The populist candidate, Jair Bolsonaro, is proposing giving every Brazilian a gun to defend themselves.A second lesson of populists' success is to be intuitive and have simple messages, even if policy is complex. That, the populists are showing us, is the establishment's biggest problem.
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