Versión Español
Spanish.- Before the world began discussing the cover of the latest edition of Time magazine, the Argentine president was already a topic of debate and, without fear of exaggeration, of envy. This Wednesday, May 22, he presented his latest book at a packed Luna Park and, as if that were not enough, started by singing a rock song with a live band.
Political analysts, including critics of Javier Milei’s administration, warned that history was being written in real-time and that the Argentine leader was contributing to political communication. The underlying thesis is clear. According to mainstream categories, the libertarian had staged an ideal setup to empathize with the youth, which Kirchnerism lost a long time ago. Methodologically, Milei is placed within the frameworks of common politicians who act or refrain from acting out of convenience. The prime examples of this are Horacio Rodríguez Larreta and Sergio Massa, two figures prematurely retired (in terms of personal age and traditional political life) in the last electoral process.
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However, with this event, which was evidently historic, I had empirical confirmation that the entire model trying to study Milei is flawed. Behind the “milestone” analyzed by disoriented political scientists, there was no strategy or speculation. Only the authenticity of a genuine man who, among other things, reached the presidency because of that. Being a bearer of the right ideas, the correct diagnosis of the country’s problems, and the courage to implement the plan in an adverse circumstance is no small feat, of course.
Last night, when I was returning home carrying my bass and an amplifier because I might have played at Luna Park with the president, a call from a prestigious journalist took me by surprise. He wanted to confirm if all that madness that had just taken place was my idea. Several colleagues had already asked me about the intellectual authorship of the matter in the past few hours, but I avoided giving a concrete answer. Everything had generated so much expectation, and a phrase like “yes, it was my idea” seemed absolutely pretentious and almost out of place in a context where, in terms of tricks, I’m a “four of clubs.” For these reasons, I resorted to “it flowed…,” “it emerged…,” “it happened…” with the evasive tone of a politician, but I was caught off guard.
This prestigious political journalist from the country’s most important media outlet told me that Bertie Benegas Lynch had already said it on television moments ago. To avoid delaying the response, the colleague sent me the relevant segment. Faced with the accomplished fact, I acknowledged the intellectual authorship but asked him to please avoid any comment that might sound presumptuous on my part since the star here is the most famous libertarian in the world. This is not an obsequious value judgment but an evident reality, denied only by those who have resented all this for personal reasons.
The truth is, and without resorting to false modesty, it was not a brilliant idea from any theorist. I knew about an important event of the president at the place known as “the cradle of rock” and suggested if, instead of singing it a cappella or over the original track, he could do it with a live band. The fact that I play the bass made the idea more accessible to me, but it was something that could have happened at any moment, with some musician having the opportunity to ask the president. It was something that was about to happen. The singer, the microphone, the stage… all that was needed was to take the cherry and place it on top of an already prepared cake.
It goes without saying that the idea appealed to the president and Congressman Benegas Lynch. The rest is history.
But what needs to be analyzed here, beyond this self-referential account, is the context by which one might consider this feasible. Surely, any president around the world, faced with such a proposal, would have convened a council of “specialist” advisors and requested various focus groups to determine if such an innovation would be opportune or counterproductive. Milei has simpler filters. Does he feel like doing it or not?
But what would a president have done if willing to break the rules with such an endeavor? For starters, he would have called for an audition. Get the best. Milei took care of the things that occupy him (much more important) and trusted that Bertie “plays the drums” and I “play the bass.” The day before the event, forgetting about the presidential office, I told him: “You’re a kamikaze, we only have one rehearsal.” I had no clue if what we were going to play would sound even remotely decent. He responded with a knowing look and an enthusiastic smile. I couldn’t tell if he meant everything would be fine, as we’re accompanied by the forces of heaven, or if he meant that if it all went wrong, we would all have to go into exile. Just kidding, the latter, I clarify, in case of tendentious press capable of taking anything out of context to harm the president.
It turned out beautifully. He took a risk and won. The tears of the C5N hosts were the champagne that gifted us years of life.
That’s Milei. That’s why he was elected as a congressman in his first political foray, that’s how he became president, and that’s why he positioned himself as the international reference for the ideas of liberty. That’s why he is the president of the nation today.
If consultants want to write new theories of “how to get on the cover of Time” to sell to their clients (who will surely pay with public funds), try to avoid putting the cart before the horse. It is no coincidence that, in economics, these people often think that costs determine prices. There isn’t much strategy, nor is there theory. There is an honest person who spoke bluntly about what he thought (against all the manuals). That’s what gives him the necessary backing for his ambitious reform plan. What else is there? Courage and audacity. Not irresponsibility, of course. Milei has demonstrated extraordinary solidity, more so in managing areas where he is strong, precisely in the spaces related to his constraints.
If image consultants want to seriously analyze the process in question, they should limit themselves to a simple and concrete roadmap: see if their client has the right ideas for the desired goals and analyze if they have the courage to carry the plan through to the end against all odds. Do not try to imitate him. You can’t. But you can learn a few things. The curious thing is that this doesn’t necessarily have to do with complex economic theories. Speaking the truth and being consistent is always good advice. It might even have a reward.
