How to Lose Loudly: What the Left can Learn from the NRA

One of the most painful lessons of the Kirk assassination is that conservatives are running rings around progressives in political mobilization - especially of young Americans. So how to make the left relevant in America again? For the philosopher Michael Brownstein, co-author of Somebody Should Do Something, progressives need to learn to lose both cleverly and loudly. And they can learn from NRA on this. Despite holding positions unpopular with most Americans, Brownstein acknowledges that the NRA created a powerful social identity around gun ownership and leveraged it for decades of legislative victories through masterful political strategy and organization. Drawing from social science research on collective action, Brownstein argues that highly theatrical defeats—like the recent Texas Democrats’ walkout or John Lewis’ bloody fate on the Edmund Pettus Bridge in 1965—can catalyze change by forcing opponents into untenable positions. The key isn’t winning every battle, but making individual actions visible enough to shift social norms and inspire others, especially the young, to join the cause. So lose often and lose loudly, Brownstein says. It’s a winning strategy. 1. Individual Actions Are Social Signals, Not Just Drops in the Bucket When you install solar panels or drive an electric car, the impact isn’t just environmental—it’s social. Research shows your neighbors are far more likely to adopt these behaviors after seeing you do it. Stop calculating carbon molecules; start thinking about social influence.2. The “Do-Gooder’s Dilemma” Is a Corporate Invention From “jaywalking” (coined by 1920s car companies) to “personal carbon footprints” (popularized by BP), industries have systematically shifted responsibility for systemic problems onto individuals. Recognizing this manipulation is the first step to effective collective action.3. Losing Loudly Can Be More Powerful Than Winning Quietly The Texas Democrats knew they’d lose their walkout fight. John Lewis knew he’d be beaten at Selma. But theatrical defeats that force opponents to reveal their brutality or absurdity can shift public opinion more effectively than quiet procedural victories.4. Study Your Enemies’ Playbook The NRA succeeded for decades despite holding unpopular positions by creating a powerful social identity around gun ownership. Progressives should learn from these organizing tactics rather than dismissing them.5. Beware the “Anti-Incrementalism Bias” Revolutionary change like Prohibition often fails because it lacks public buy-in. Lasting progress—like Social Security—comes from incremental victories that build over time. Don’t let perfect be the enemy of good.Keen On America is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit keenon.substack.com/subscribe