Trump knows that voters don’t vote their self-interest. They vote for their values and identity. Lakoff’s work urges progressives to create messages that represent their values rather than simply the details of their policies. Voters wisely understand that the details of policy are murky, but that they can trust politicians who share their values to represent them. For many Americans who voted for Trump, a vital part of their identity and therefore their values is a traditional idea of masculinity.