Ruthless Podcast How did we get here? What’s with Holmes ‘stache? - Ruthless Q&A
Dec 25, 2025
In a festive Q&A, the hosts share their career journeys, highlighting how real-world experience shapes their insights. They explore the art of political messaging, creativity's edge over policy jargon, and the impact of catchy phrases. The discussion veers into the early internet's role in politics and how relationships forged over Zoom during lockdown spurred new ideas. Light-hearted moments emerge too, like the mystery behind Holmes' mustache and the quirky origin of their team's nickname. Expect more engaging answers in the upcoming continuation!
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How A Nickname Became A Political Weapon
- Josh Holmes and John Ashbrook built rapid-message branding in the Senate that changed coverage dynamics.
- They coined terms like the 'Cornhusker kickback' to make policy memorable and drive coverage.
Creativity Trumps Policy-Speak
- Creativity and campaign-style messaging beat dry policy-speak for public resonance.
- Holmes says real people ignore dense releases, so messaging must be interesting and cited.
Early Digital Playbook From A Young Operator
- Michael Duncan was an early digital native who scaled conservative organizing online around 2010.
- He used nascent Facebook ads and internet tactics to amplify grassroots activism and campaigns.