We're in a new era of communication, and only one side seems to be living in it. The old guard consultant class is about to be relegated to the dustbin of history.

If you think that high prices lost the election for the right, you don't understand marketing. Humans have no m for a good quality brand. Notice the word "brand", not "product". Are Nikes better than New Balance? Nope. But the brand is better. And notice what happened when they tinkered with the brand and screwed their core narrative? Nike stock fell through the basement. Did the product change? Nope. The brand did.

It's not the product, it's the brand. Results don't sell the product, the storytelling does. Will these newly-elected commies lower prices? Of course not. Are they gonna get you free healthcare? No, your insurance is gonna get even worse, just like it did the last time they tried socialized medicine. They're not going to do anything they've sold you, but...like Saul Goodman said: if you're committed enough, you can make any story work.

The committed storytelling of a couple insane podcasters was enough to fracture an entire political coalition from their own side in less than 2 years...they have zero power, zero credibility, they've never actually governed anything nor produced any results, but...they're good storytellers, and that's all that matters. Are they telling a good story? No, it's atrocious, but they're telling their atrocious story effectively and compellingly.

It is 100% true that everything's too damn expensive, and we all know that inflated prices are always sticky. Does anyone know that it's entirely the result of shutting down the global economy over the flu and (both naive republicans and democrats) printing infinity dollars for several years? Nope...because nobody has effectively told that story, and it's an unsexy story to tell. "Free stuff!" is a VERY easy story to tell, and when everyone's gotta take out a second mortgage just to pay their insurance premiums, "free healthcare" is an unbeatable story. It doesn't matter that "free healthcare" doesn't exist and socialized medicine is a terrible product...it's not the product, it's the brand. And "FREE!" is a great brand.

You can't get mad at people for having the financial literacy of a 9 year old. I mean, you can, but they outnumber you a million to one, so it's not going to be productive. You need to figure out how to make an unsexy story sexy, or else the "free stuff!" crowd is going to eat your lunch every time. If you give people a choice between earning a six pack on a treadmill or taking Ozempic, they're gonna choose Ozempic...they don't care about the side effects. If you give people a choice between fiscal discipline or free stuff...guess what they'll pick? They don't care about the side effects.

With projected growth of 5%, the economy right now is stronger than it's been in generations. Is that the story you hear? Nope. Is that the vibe you feel? Absolutely not, especially when every time you fill up your gas tank, it feels like a diesel enema.

It's not the product, it's the brand. A great product can fall into oblivion with bad messaging...a single bad review from one effective storyteller can tank a restaurant. The "influencer economy" is lucrative for a reason; everybody inherently understands the importance of effective storytelling...except the right. Zohran Mamdani gets it...he has an army of influencers on staff. In a perfect metaphor of this transitional phase of old guard vs new wave political messaging, Zohran nuked the Vice President into oblivion with maybe the biggest ratio in the history of the internet. By simply posting the subway assistant meme, Mamdani got 2 MILLION likes, quoting a post from the VP that had only 10K likes. If you're reading that sentence thinking "this is fucking ridiculous, you're talking about social media likes as political analysis now?"...you are the problem.

Yes, this stuff matters. Rizz matters. The President did a masterful job of this kind of retail politics in his historic 2024 campaign...you can be angry that this is what politics has been reduced to, but you can either adapt or die.

"No the problem is, you didn't deliver enough for the American people!" Are you a moron? Since when does anybody care about that? What have democrats delivered for Californians in the last 20 years? Unmitigated wildfires, homeless drug zombies everywhere, roads that look like Fallujah in 2004...people don't care about results. They think they care about results. That want you to believe they care about results, just as Nike wants you to believe their shoes are better than New Balance...but at the end of the day, all people really care about is the swoosh.

Adapt or die.

I’m never gonna be that pompous, condescending, know-it-all who’s gonna lecture you on who to vote for today. I don’t even like voting for people. I vote for policy. I vote for principles.

Politicians are rental cars: use em to get where you wanna go, then broom em and never on’t get attached to the person. They are flawed, fallen human beings like anyone else, and they will most certainly let you down, eventually.

I’m not a fan of Machiavellian strategizing with elections…I think that kind of scheming is hubristic, and it can often backfire. I prefer to just vote my conscience, and trust that God will guide the right outcome. That doesn’t mean immediate “victory” in any given race…God’s timeline is much deeper and it exceeds our limited vision. Sometimes things need to get worse before they can get better. Sometimes things are better than you even realize.

I respect my supporters far too much to instruct any of you how I think you should vote…I won’t even demand that you DO vote. All I will ask is that you reflect on the fact that you can vote. We forget, so easily, just how blessed we are to be Americans. It’s not luck. We don’t have magical soil. We have a legacy of brave and brilliant and principled men who fought and died to forge our destiny here, setting us apart from every other human civilization.

Every day I think about how I can honor their sacrifices that I’m not worthy of. I felt a call to run for office. I feel an undying duty to advocate for my community…I don’t know if I’m earning my American birthright, but it is always on my mind. I feel the weight of America’s grace just as heavily as I feel the glory of God’s grace. Heidi and I are so, so blessed.

If I can be forgiven just one moralizing lecture point today: have gratitude.

Gratitude is the ultimate virtue that precedes all other virtues, and it is the skeleton key that unlocks joy in even the darkest times in your life. Many people will be devastated and disappointed by the outcomes today…the rest will cheer today, but will be disappointed 6 months from now when your victory celebrations wane and your lauded candidate inevitably lets you down.

Gratitude. Thank God you can vote today without getting beheaded. You can vote however you want today…and while some of my fellow former Mayoral candidates may not realize this…you don’t even have to tell anyone who you voted for. You can just…do you.

I will continue to remind you all…Jesus has the wheel. You will adapt and overcome whatever happens today. Or in the case of Gavin Newsom’s CA, 48 days after the polls close.

This would be so beautiful in my kitchen instead of the cheap TJ Max one that the dog chewed on.

Tonight, as I was leaving a restaurant on 14th Street in New York around 10 p.m., this Muslim woman took a prayer rug and a niqab out of the trunk of her car, put the niqab on, laid the prayer rug down, and started praying on the street.

I grew up as a Muslim in the Islamic you: this is absolutely part of an organized effort to flood the public square in the West with Islamic symbolism.

First of all, there is no Islamic prayer at 10 p.m. Even if she missed the Isha prayer, which takes place earlier in the evening, she has until dawn to make it up. So why choose to pray on the street at 10 p.m.?

Second, a Muslim woman who does not wear a niqab or hijab in her daily life would never normally have a niqab sitting in the trunk of her car.

She is clearly not strict enough to wear it every day, so why would she suddenly be so strict about missing a prayer that she carries a niqab in her trunk specifically for this purpose?

Third, in almost any Islamic country, you would never see a woman praying on the street at 10 p.m. This would be completely unacceptable.

If she were genuinely worried about praying, she could simply wait until she got home, especially since a missed Isha prayer can be made up before dawn.

I can tell you with full confidence that these scenes we keep seeing of Muslims praying in the streets of the West are intentional.

They serve to assert dominance, normalize Islam in the public square, seize ground, and demand exceptional treatment that immediately turns into claimed rights.

Bad-faith acts like this are signals of the same project that turned many cities in Europe into shitholes.

Exceptional threats demand exceptional measures.

Islam must be banned in the West because it is not a religion; it is a hostile political ideology.

Until that happens, the West will continue losing ground to this ideology every single day.

This is it. We’re at the toughest part. Season Six covers the 24 hours of the events surrounding Jesus’ death.

It was painful to shoot, and it’s painful to contemplate.

But if there’s one thing I want you to take away from this season, it’s that Jesus chose this path. He even ould be rescued from it if he wanted.

He chose surrender and humility and sacrifice. Knowing that should make this story a little less painful.

Starting November 15th on @PrimeVideo, you’ll experience the climax of what’s been building for five seasons.

Season Five was the powder keg. In Season Six, it explodes.

—Dallas

LA, I hate to break it to you, but your chance to vote for common sense came and went back in June.

You’re getting a commie, now.

Don’t try to write in my name on the ballot. I won’t tell you who to vote for, but there aren’t write-ins allowed, so it might actually get your ballot rejected.

I encourage you to still vote. Don’t stay home. You don’t have any choice in the mayor’s race, but you still have a governor to pick and lots of taxes and ballot measures to vote on, including voter ID. Choose wisely.

Costal Commission strikes again?!

The left is pumping tons of money into our Huntington Beach city council race. They want to take me out. The attacks have begun. I’m fighting for liberty and freedom . secure.anedot.com/gruel-for-city…

WARNING!

Look at the manipulative language on the voter ID ballot initiative.
Keep in mind, 83% of Americans say they want voter ID. It is entirely uncontroversial. They are lying, claiming it will cost HUNDREDS OF MILLIONS for people to write 4 digits of their DL# on their ballot? LMAO

"PROHIBITS CITIZENS FROM VOTING" is the top line. Just a complete inversion of reality. California is like some Orwellian experiment. How is this real?

Unlike Xavier Becerra, I am an immigrant.

Unlike Xavier Becerra, my father was an immigrant. My stepfather too. My whole family.

Unlike Becerra (because I've been out there listening to the people), I know Becerra's policies have destroyed the California Dream. My plans will restore it.

- More money in your pocket: Your first $150k tax free, $3.00 gas, $73 registration for your car or truck.
- A home you can afford to buy: Cut government fees and regulations on new homes by $150k.
- Relief for small business owners: Scrap $800 small business tax, stop FUTA taxes, end unfair competition from street vendors, end PAGA lawsuits.

Xavier Becerra offers NOTHING. Because he is a smug, arrogant, machine politician mediocrity who is taking you for granted. Send him a message: ENOUGH IS ENOUGH.

We are voting for CHANGE this year. ✊☀️

Last night at Dinner With Steve, a young guy told me he registered his car back home in Massachusetts — $60 for two years — because Sacramento wanted about $400 for one year on the same car.

That’s the machine treating you like a cash register.

When I’m governor we ABOLISH ation at a flat $73.
CHANGE IS COMING — join us. ☀️👊

I’m old enough to have seen firsthand what the emergence of the internet did to society in general and music in particular. The internet won the battle and nothing is the same as before.

Now, I’m watching AI do the same thing all over again.

We can be as anti-AI as we want to be and bitch about album covers and flyers done with it as much as we like. The sad fact is that, in just a few years, no one will remember living without it or making music or art any other way.

For example: It took me years to realize that, even though I came up on music with live drums, many fans five or ten years younger than me didn’t care if the drums on the record were real or not. They never knew a world without drum machines and samplers. They either liked a song or they didn’t.

There was no purity test.

Today, people who seem to dislike AI the most are the ones most deeply rooted in the world that came before it. All of us old heads are like dinosaurs watching the meteor come down.

In the future, the kids being born today won’t care if songs are made by AI because that will become the way the trick is done. It will be as normalized as recording in a DAW or having your songs on Spotify are now and I don’t think we can do anything to prevent it.

Easy and convenient will always win. That’s just what humans want. I don’t want it to happen but I’ve seen this kind of paradigm shift before.

As so many folks have told me recently, the world has moved on.

Thank you to everyone who has asked me for my recommendations on the statewide propositions.
YES on 39, 41, 42, 43, 45
NO on 1, 2, 3, 4, 5, 37, 38, 40, 44

Yes, I'm writing a "Susan does the props" column. Here's a preview:

NO on Prop. 1 - It's $11.25 billion of borrowed money for "affordable housing" that will enrich favored developers and burden taxpayers for decades.

NO on Prop. 2 - A budget shell game to enable spending that the state can't afford.

NO on Prop. 3 - Another permanent extension of "temporary" tax hikes. Just stop with this.

NO on Prop. 4 - Allows taxpayer dollars to be used for political campaigns. Seriously, no.

NO on Prop. 5 - Guts the people's power to recall elected officials by prohibiting a replacement election on the same ballot. Changes the law to allow the ousted official to run in the later special election to fill the office. The legislature put this on the ballot. Of course they did.

(There is no 6 through 36. Don't call the county, your ballot is not missing any pages.)

NO on Prop. 37 - A $25 billion program to fund second mortgages for people who can't come up with a down payment, paid for by the people who get the mortgages. Caps on the income of people who are eligible. Caps on the price of the (newly constructed only) homes/condos they can buy. Goodies for developers who agree to conditions. It's a lot of government effort to push people into having two mortgage payments they're barely able to afford. And then they have to pay HOA fees, property taxes, insurance premiums and utility bills. What could go wrong?

NO on Prop. 38 - This is $8.4 billion of borrowed money for medical research, to be repaid with interest by California taxpayers. The mandated spending split seems designed to benefit the individual who paid to collect the signatures to get it on the ballot.

YES on Prop. 39 - Voter ID. It's long past time for California to join 36 other states and the civilized world in verifying the identity of voters.

NO on Prop. 40 - The "billionaires tax," which has a provision allowing the Legislature to amend it later. Guess why.

YES on Prop. 41 - Requires pre-election audits of programs that would be funded by a proposed special tax. Good idea.

YES on Prop. 42 - Prohibits a tax on retirement accounts and other assets, blocking Prop. 40. Another good idea.

YES on Prop. 43 - Protects taxpayers by making it harder to raise taxes. Restores the required two-thirds vote to pass local special (earmarked) taxes. Closes a court-created loophole that since 2017 has made it easier to pass sales tax increases and other costly taxes. Vote yes to close this loophole.

NO on Prop. 44 - Similar to the kidney dialysis propositions that relentlessly haunted previous ballots, this is an attempt to harass non-unionized clinics.

YES on Prop. 45 - Creates CEQA streamlining for certain types of projects, including single-family home developments and water projects. May also ease the path for some horrific projects, so this one's a mixed bag.

That's the list of propositions that are on your statewide ballot.

A note about the statewide offices:
If you think California is on the wrong track, the two most important offices for fixing the problems are governor and controller.
It will get better if Steve Hilton is elected governor.
It will get better if Herb Morgan is elected controller.
Their opponents really need to get out of the business.

A note about judicial races:
Two recently appointed appellate court justices who recklessly widened the loophole that makes it easier to raise taxes are on the ballot for retention. If you vote in Los Angeles, Ventura, Santa Barbara or San Luis Obispo counties:
Vote NO to retaining Armen Tamzarian
Vote NO to retaining Audra Mori.

###

Orange County bought back safety.

With the first-of-its-kind E-bike and E-motorcycle Buy Back Event in the nation, the Orange County District Attorney’s Office yesterday helped families from across Southern California buy back their safety – and prevent more people from being st person in line showed up at midnight and the E-Bikes, E-Scooters, and E-Motos just kept rolling in.

Nearly 1,000 E-Bikes, E-Motos, E-Scooters, and pocket bikes were surrendered at Angel Stadium as the lines snaked around the parking lot. That means nearly 1,000 fewer opportunities for a child to be seriously injured or killed on our streets.

The first E-Bike to be turned in belonged to Jesse Hayes, who was 18 when he was critically injured in an E-Bike crash. He suffered a traumatic brain injury and spent three months on life support. Two years later, he continues to live with the physical and mental impacts of his injuries. He’s speaking out to warn other young people about the dangers of E-Bike riding – and the lifelong consequences.

“I want people to know these crashes happen a lot more than people think, and how horrible they are,” Hayes said.

From Tallaria E-Motos to E-Skateboards, exchange participants received up to $1,000 in gift cards until the funds (paid by asset forfeiture monies seized from criminals) ran out 2 hours and 15 minutes into the event. Hundreds more voluntarily turned in their E-Bikes and other vehicles. The first 75 people also received two tickets to a Los Angeles Angels game.

You can’t put a price on a child’s safety, but the overflow crowds that showed up showed that Orange County is prioritizing safety. It took NINE 26-foot U-HAUL truckloads to haul away the surrendered E-Bikes, E-Motos, pocket bikes, and E-Scooters.

Thank you to everyone who showed up and braved the heat and the long lines – and thank you to Jesse Hayes, and his mom Kasey, for sharing their story, thank you to our law enforcement partners, our trauma centers, our firefighters, ambulance crews, our educators, Orange County Board of Supervisor Vice Chair Katrina Foley who helped make this event happen – and for helping get the word out.

Thank you, Orange County, for showing up and letting us buy back your family’s safety.

Spencer Pratt’s first speech last night since the campaign was one of the best political speeches ever given.

He didn’t mince words. His delivery was powerful. He commanded the room.

I always tell you all politics is local and while everyone is concerned about the federal government, right now your local city council members are deciding on where these flock cameras are going to be as well as AI centers. Not only does the City Council control this but your controls this and distributes funding throughout the cities.

You should oppose these people in your own communities. Local politics controls your daily life.

You should be getting heavily involved in your city council meetings because they are approving this with taxpayer money.

For 250 years, America has been more than a country. It has been an idea.

An idea that no matter where you come from, your future doesn’t have to be defined by your past. An idea that hard work, determination, faith, and resilience can open doors that once seemed impossible.

I’ve been fortunate enough to live the American Dream myself. This country gave me opportunities I could have only dreamed about, and I know I’m not alone. Millions of people have their own version of that same story. Some families have called America home for generations. Others chose this country in pursuit of a better life. Together, those stories are woven into the fabric of what makes this nation so extraordinary.

In just two and a half centuries, we’ve built the world’s greatest economy, changed the course of innovation, explored space, defended freedom, and created opportunities that have inspired generations of dreamers, builders, entrepreneurs, workers, parents, and neighbors.

We’re not perfect. We never have been. But one of America’s greatest strengths has always been our willingness to strive for something better—to learn, to build, to innovate, and to keep moving forward together.

This weekend, I hope you’ll put aside the noise for a little while. Spend time with your family. Be with your friends. Celebrate your faith. Fire up the grill. Watch the fireworks. Thank those who have sacrificed so much to protect the freedoms we enjoy every day.

And when you lay your head down tonight, take just a moment to appreciate how fortunate we are to call this nation home.

Whatever our differences, I believe most Americans can agree on one thing: we are incredibly blessed to live in a country where freedom, opportunity, and hope continue to inspire generations.

Happy Independence Day.

And most importantly, Happy 250th Birthday, America.

God bless America.

And Americans take Every. Single. Thing. For GRANTED.

Wake up!!

The decline of the we will give rise Islam from his ashes.
Read that again .
The West needs to wake up and stand up !