Zohran Mamdani won the race for Mayor of New York City with just a bit over 50% of the vote.

What makes this win so remarkable is that Mamdani’s campaign is really a masterclass case of how a challenger takes down an entrenched political heavyweight. If you have read my book “Beat the Incumbent”, you’ll recognize several moves in Mamdani’s playbook:

1. Own the Message of Change
Every challenger campaign starts with a simple truth: you must own (and defend) the message of change.

Once your opponents start entering on your turf, arguing for a different kind of change, you know that you’re on the right track.

Then, you need to break down your call for change with specific issues. That’s exactly what Mamdani did by focusing on affordability, rent freeze, free public buses, and a higher minimum wage. In other words, you need to define “change” as improving daily life. Voters are usually not that interested in ideology or a radical change of values; they want change that makes everyday life better.

Now, you may correctly argue that Mamdani is a democratic socialist, and it’s true that the media and especially his opponents tried to emphasize that. But if you look at what Mamdani himself campaigned on, it’s all about real issues for real people in New York.

2. Be a Credible Messenger
Mamdani is a credible and authentic messenger for his message. If you were to ask New Yorkers, “Who do you trust to bring change to New York, Andrew Cuomo or Zohran Mamdani?” the answer is obviously Mamdani.

He is also an appealing candidate with strong campaign skills. He’s a reasonably good debater and, I’m sure, an excellent retail politician. After all, Mamdani started his political career by challenging a long-term incumbent assemblywoman, which he defeated in a primary.

During the campaign, there was a lot of talk about his age. I’ve personally worked for local executives in their early 30s and for others in their 80s. In my experience, age doesn’t really matter to voters per se and as a number. What matters to voters is whether they think that the candidate can do the job, and clearly, a majority in New York thinks that he can. After all, to move from the local legislative to the local executive, is a credible one. It may happen a bit early and rapidly for Mamdani, but it’s not coming out of nowhere. And it may also have helped that the current political demand isn’t really for experience. People don’t want “more experience” — they want change.

3. Build a Movement, Not Just a Campaign
Mamdani had tens of thousands of volunteers going door-to-door, making phone calls, and attending events. In fact, he built a movement that reminded me a lot of Barack Obama in 2008. 

This is where provocative ideas are helpful. Nobody goes door to door for the summary of the compromise.

This grassroots movement also helped Mamdani stay competitive with respect fundraising. Yes, Cuomo had much more money than Mamdani — probably double — but a one-to-two ratio is manageable.

4. Embrace the Challenger Mindset
There are also things that money can’t buy in a campaign. If you play your cards right as a challenger, you have the advantage of a unique kind of enthusiasm. This idea that you have nothing to lose can unleash tremendous energy, vigor, and intensity. 

It’s something that you won’t have any more once you are part of the establishment. Mamdani and his supporters had this sense of purpose and it’s part of the reason why he clinched the 50%.

When you control the message, embody the moment, and unleash a movement, what first looks impossible, soon becomes inevitable.