One of the reasons many observers doubted the ability of Donald Trump to win the Republican nomination was the inevitable onslaught of negative advertising he would have to endure. Politically, Trump is an unlikely Republican nominee.

Corporations, currently neutered by happy-talk policies and love-me-babe consultants, would be wise to study their options. Competing through communication is not a choice between doing nothing (a Pass) and criticizing an opponent (a Call Out).

There's nothing as politically intoxicating as a wildly baying crowd, and social media turned the dragon into a self-enforcing cycle. Negative politics are now instantly rewarded by the re-tweeting adulation of the base.