Watched Farris talk about this on C-Span's BOOK-TV for an hour and his book is as engaging and stimulating. Irving Stone tackled this topic many decades ago looking at the losing candidate in each Presidential race in "They Also Ran". What Farris has done is look at the candidates who lost and in dealing with that loss, substantially changed American politics for decades or centuries plus. Whether it's Henry Clay creating the two party system, William Jennings Bryan turning the Democratic party from hidebound conservatives to a very progressive agenda or Barry Goldwater's steering the rise of the Republican Conservative movement, Farris has focused on the truly significant instead of the trivialities that fill so much political reporting. It's inspiring stuff showing men who reached for but never gained the Presidency (ones who lost but eventually won the office aren't included in Farris's book) but went on to do major things for their country rather than fled the battlefield never to be seen or heard from again. It would be a great supplementary reading for any high school or college American history or political science course, but it's so enjoyable to read it doesn't take being assigned to zip through it (so many surprises that "what happened next?" is quite propelling.)
Deeply considered, long researched, and written by someone who has covered political races, run races and advised Governors and Congressmen, and even run for Congress himself, Farris brings a particularly rich and varied background to the analysis that really makes this a special book.
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