kinds of new high-tech campaign practices to this. what did he do? >> he start frtd scratch. he's a real estate mogul with a lot of tech investment and wasn't an expert. how can i win an election? donald trump is a unique non-traditional candidate. how do we build a non-traditional campaign to make this work? like an entrepreneur asked a lot of confess knop assumptions. they did things. moved fast, broke things, made a lot of mistakes but then whatever would work they'll scale. treated it like a consumer start-up and that delivered, helped deliver trump the rouwhi house. wouldn't work with anyone else. trump, so twitter focused, so outside the middle bounds. >> like the moneyball of politics, people that don't know on-base -- >> went to the electoral college. every electoral college vote is worth the same amount of money, buy them, so to speak, at different levels.