This is my attempt to wrap my head around the appeal of Donald Trump. I have two different takes on this dealing with what I think are distinctly different sources of support. I'm going to be tying my anecdotal experiences to what I've seen of Trump on TV and what I've read in the news.
My first take on Trump comes from a certain type of business owner I've run into frequently in sales, both in person when I worked in Toledo and around the country when I've worked the phones. This is the type of guy that is going to buttonhole anyone he can to spout right wing propaganda and decorates his office with Ayn Rand books, Republican calendars, and Gadsden flags. Not to mention some of the more unsavory racist stuff I've heard a few of this type spout.
Something I've noticed in doing business with these types is that they always seem to make business very personal. Their business approach emphasizes personal relationships and doing business locally. They're the kind that prefers to do business with a handshake and dislikes the paperwork and formality associated with modern business. They're not the kind to have up to date ERP or CRM systems that are able to extract the maximum value from their knowledge base and business operations. Instead, their approach, which I personally find unprofessional and off-putting, is to try to establish a bond with the people they're interacting with. Their message is always that we're just like each other, sharing similar beliefs, political views, etc. and establishing the bond of being minor common criminals together through expressing anti-PC views, usually tinged with racism and sexism.*
In working with these folks, something I've often heard is how under threat they feel from big business. They often see the competition as unfair, they're firmly grounded in their communities and see the outside competition as an interloper. And they don't know what to do about it; they simply don't have the skill sets necessary to add value to their business beyond their personal relationships and their capital. But they don't see it this way. Instead, for all their talk about free markets, they seem to see business through a prism of personal relationships, while they may feel that they're a pillar of the community locally they seem to assume that all of business runs this way and that they're simply closed off from the important networks and that they'd be a smashing success if only they could get the right contacts.
Trumps rise has strongly reminded me of this kind of person. Trump seems to be this kind of small time operator scaled up massively. For this kind of person I think he confirms their view of business, it isn't the impersonal transactions of the market, using technology to leverage information, or efficiencies gained through careful planning that matter, instead it's the mano-e-mano cut and thrust of one on one deal making and the relationships made through a life time of business that matter. Trump confirms for them that they're right about how the world works, Trump knows the best people and he's successful because of his personal qualities, not because of running a tight business organization. Given these assumptions he must confirm for these folks what they "know" deep down, that they are falling behind because coastal elites have reserved the important networks for themselves and locked people like them out. They're pissed off because they see programs like affirmative action providing an alternate way into these networks that are closed off to them. They want access to these networks and they see Trump shaking things up enough that there might be some openings. Especially if trade is reduced, then those business elites will have to do business with them because they can't turn to Europe or China for suppliers and will have to turn to the small businesses in the US.
Just to make sure it's clear, I don't see all or even most small business owners as thinking this way. In truth, many of them are finding valuable niches in the modern economy. But these businesses are nothing like what I've described above. They tend to be professional, have skilled people able to leverage low cost technology options, and are able to work with people that aren't like themselves. One particular example I remember was a four man shop I walked into that specialized in doing custom work for China. These folks were the polar opposite of the kind of guy that would buttonhole me to talk about whatever Limbaugh has been going on about that day. So it isn't a small business thing, but if you're going to try to build your business on nothing but relationships with people like you its a given that you're never going to be anything but small. We live in a world that big or small you just can't get by acting like a Trump style business; our world no longer has a place for these people. And there's a lot of them and they're really, really mad about the fact that the world has changed to favor people that know how to work in an environment where trust is established through formal agreements rather than through bullshitting in a smoky back room.