"Don’t assume anybody likes you. You begin this quest providing one of the most popular services in the world..."

"... used by two billion people. But don’t think that means YOU are popular. As a recent poll of a hypothetical 2020 matchup showed you perform worse against Trump—tying him 40-40—compared to established Democratic politicians. Nearly half of Americans don’t have an opinion about you. Of those that do, for slightly more it’s a negative one. That may suggest a need to shed your image of the socially awkward boss trying to look cool in a t-shirt. Or it may reflect the conflicted feelings many people have about Facebook and its effect on privacy, safety and political polarization. Even among those 24 percent of Americans with a favorable opinion of you are not clamoring for presidential run. There is only one #DraftZuck group, Disrupt for America. It has 15 Facebook likes. There’s no passion behind a Zuckerberg candidacy. At least not yet...."

From "Memo to Mark Zuckerberg: So You Want to Be President/Unsolicited advice for the Facebook CEO," by Bill Scher (Politico).

Could there ever be passion behind a Zuckerberg candidacy? I think he is cool — not in the sense the Scher used the word ("awkward boss trying to look cool in a t-shirt") — but in the sense of seeming to lack emotion. I think he should lean into that coolness and make it feel compelling to us as an alternative to the overheatedness of Trump. Invite us into the coolness, a new low-emotion, high-intelligence kind of politics.

This is something that in retrospect we can see that Hillary should have done. Just be flat and robotic and nerdy. The uncoolness becomes cool, and we could get excited about a very flat, nerdy character, if he were authentic. Don't try to heat it up. That's the Hillary mistake. I think of all that video of Hillary coming out on the stage open-mouthed and laughing (at nothing) and gesturing wildly and pointing (at nobody, but with an insane impression of recognizing that nobody). It was, if not horrific, unsettling.

I say be yourself, Zuckerberg. We might get used to you and bond with you. Don't "shed your image of the socially awkward boss trying to look cool in a t-shirt." Be the socially awkward boss trying to look cool in a t-shirt if that's what you really are. That's essentially what Trump did. He showed himself to us, and it was weird as hell, but he didn't try to change. He just said, I've been successful in business and I'm offering my services now to you the people. And the people bought it. Not all of the people, but enough to work... at least when the opponent felt fake.