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It looks like the small man has grown. Fed up with the 1% and the oligarchs taking ever bigger pieces of pie, riding a swell of disenchantment at banks \u201ctoo big to fail,” a new personality is taking to the stage. As Mark Twain once said: \u201cit\u2019s not the size of the dog in the fight, it\u2019s the size of the fight in the dog.\u201dThe overly-groomed, identikit suits who \u2013 regardless of party \u2013 all seem to have been produced by the same factory suddenly have serious competition. Bernie Sanders in the US, and Jeremy Corbyn in the UK. They might not be classically electable in the Fox News style of scoring cheap points by bashing opponents, but they are gathering huge amounts of good will by being real and focusing on the issues.Now, I know better than to get stuck into politics online \u2013 I\u2019ve no particular drum to bang (or axe to grind) on that \u2013 but I do think it\u2019s important to take stock of the fact that, like them or not, they seem to have galvanized real support. And the reason for this is that they aren\u2019t playing the same rules as everyone else.Hillary Clinton has raised over $45 million, her turn on the Jimmy Fallon show has north of 4.5 million views on Facebook, it has some entertaining jabs at Donald Trump \u2013 mostly cheap shots \u2013 and so ends up lightweight and glib. Jeb Bush has raised $120 million and has a personal net worth of over $21 million. Trump is\u2026.well, he\u2019s Donald Trump. Meanwhile Bernie Sanders has raised $15 million and he still travels coach. He even sits in the middle seat. Who do you think is going to be most attractive to someone on a low to medium income?It\u2019s the same in the UK. Jeremy Corbyn started out as underdog, duking it out to become leader of the opposition. There were numerous parody accounts on Twitter \u2013 and he looks a bit like Obi Wan Kenobi \u2013 but he turned all of these things into a social media win. His refusal to fit the mold or play the mass media game made him more attractive to young voters.Sanders and Corbyn are both challengers who\u2019d rather spend money helping people than fomenting conflict, whether at home or abroad. They also show that traditional advertising is no longer the best way to reach young (and older) voters. There\u2019s a lot of money wasted to no real benefit.My hope is that they\u2019re paving the way for more to follow. As a politician, as a brand, as a human, it\u2019s crucial to maintain your authenticity; to walk your talk.Given a choice between cranky old men with wiry eyebrows but cast iron principles and real experience or bland, manicured twits with MBAs but no real clue, I know who I\u2019d back. "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2015","item":"https:\/\/www.the-future-of-commerce.com\/2015\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"10","item":"https:\/\/www.the-future-of-commerce.com\/2015\/\/10\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"23","item":"https:\/\/www.the-future-of-commerce.com\/2015\/\/10\/\/23\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"Fit for Engagement: U.S. election fever and the authenticity of spin","item":"https:\/\/www.the-future-of-commerce.com\/2015\/10\/23\/us-elections-authenticity-trump-sanders\/#breadcrumbitem"}]}]