The McDougal Campaign Handbook (page 1)

Conventional wisdom says that a presidential election is a popularity contest. McDougal wants to take the conventional wisdom, roll it over and fuck it up the ass until it cries for mercy. McDougal doesn't seek popularity. McDougal seeks respectful fear.

The average presidential candidate wants the voters to view him as a trusted friend. McDougal wants the voters to view him as an uncle who's in the Mafia; not someone who you want involved in your everyday business, but when trouble is brewing he will solve your problems without asking a lot of questions and in a way that will make your enemies regret even crossing your path.