"We all in real life put on these masks - we don't swear when we're around certain people When we come home, when you're on your own I'm sure you're really different than when you're with your boss."

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That is the meaning of the Trump brand - being the boss who is so rich and so powerful he can do whatever he wants. So the way in which he ran for president was to embody that idea as fully as he possibly could with his outrageousness. I don't think he actually thought he would win. I think the original idea was purely a marketing idea. It seemed a no-lose situation, because he would get so much free publicity. And this has always been his genius - I shouldn't use the word "genius" when talking about Trump - but he's always understood the value of free publicity.

— Naomi Klein