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“Fast and free buses.”
That’s what people call out to NYC mayoral candidate Zohran Mamdani when they see him on the street.
Not “Hey, I like your policy platform!” Not “Love your comprehensive approach to urban infrastructure!” Just three words: Fast and free buses.
And that’s pretty powerful.
Let’s talk about politics without getting political
Politicians (regardless of their views) who succeed in getting people on board with their ideas are masters at something in which we could all improve: Getting people to go out of their way to choose us. Influence.
As leaders driving change, we need more than people nodding politely in meetings. We need them to discuss our ideas at dinner, to forward our emails, and to bring us up unprompted. We need to be memorable.
Most of us aren’t, sadly.
Imagine your audience’s journey as a line from Point A, where they first become aware of you, to Point B, where they take action: hire you, work for you, share your idea, champion your work.
Between A and B, there is a gap. Sometimes that gap could be days-long; sometimes it could be months. Sometimes it’s the time it takes to click through to “buy now.”
And in that gap, you’re competing with everything else vying for space in their brain. Their kids’ soccer schedule. The argument they had this morning. The 47 other pitches and messages they heard this week.
The only way they get to Point B at all is if they remember you exist.
In her book “Impossible to Ignore,” Dr. Carmen Simon states that people remember approximately 10 percent of what is told to them. TEN PERCENT. Which means 90 percent of what you’re saying—all that careful crafting, all those essential details—vanishes like the morning fog.
The question isn’t whether you’ll be forgotten. The question is: what is the 10 percent I want them to remember?
A Guy You Probably Hadn’t Heard Of
A year ago, unless you were deeply plugged into New York politics, you might not have heard of Zohran Mamdani. Now he’s in the national spotlight and a serious candidate for NYC mayor.
What changed?
Not his credentials. Not his policy papers. His compelling story that resonated with people.
In an article titled How Mamdani stunned New York – and what Democrats can learn from his win, a fan who later became a canvasser for him said, “I was blown away by … the way he talks to people and the way he can relate to just the average person, and the way he humanises the voters that felt very frustrated with the way things were going. It was really inspiring.”
Even Eric Adams—definitely not Mamdani’s biggest cheerleader—admitted earlier in June: “I don’t agree with his stance on many things, but I respect the fact he’s true to who he is.”
Real. Relatable. Riveting.
(That’s my framework, you may recall: The most powerful stories hit all three of those qualities.)
The Ten Percent
In a recent interview on The New York Times’ The Daily podcast, Mamdani shared that when he walks down the street, people call out to him the policies that resonate with them. “Fast and free buses!” “Universal childcare!” “Freeze the rent!”
His messages aren’t just clear—they are sticky. It’s specific enough to feel real, simple enough to remember, and compelling enough to repeat. It’s a message that resonates with the everyday person.
Dr. Simon offers an excellent example of the distinction between specific and generic: A CEO said the 10 percent he wanted people to remember is “create a culture of transparency.” That sounds great, but it’s pretty vague. Instead, he landed with “use technology to speak our mind.”
This is about saying what you mean.
What’s Your “Fast and Free Buses?”
Ask yourself:
- What is the ten percent I want people to remember?
- Is that distinct? Or is it vague?
- How can I tighten it up and make it snappy? Perhaps it’s unexpected, has contrast, or has alliteration.
- If someone stopped you on the street tomorrow, what do you hope they’d call back to you?
Further reading and listening:
- Impossible to Ignore, Dr. Carmen Simon
- “Zohran Mamdani Explains His Rise” The Daily, New York Times podcast with Michael Barbaro
- “How Zohran Mamdani stunned New Yorkers with mayoral primary win” BBC, 25 June 2025
Take care out there.
When you’re ready, here are a few ways I can help you and your team:
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