The country is beginning to wake up to the sheer level of strategic failure of Trump’s impulsive and unilateral war on Iran. Let me start with an extended quote from a weekend article in the New York Times …

I’ve described to you many times how TPM was saved by an early shift to building a membership system. We began it at the end of 2012 and started building it in earnest in about 2014. That gave us a five or six year head start on almost everyone else. We were thus much better positioned when the collapse of the digital ad economy hit in the couple years just before the pandemic. But today I’d like to share with you another part of that transition because it intersects with a fascinating story of Trump era corruption published today in the New York Times. It’s the story of a couple Syrian-born billionaires, already in business with the Trump family, lining up Trump’s personal support to secure another vast payday. In “a sign of how powerful Mr. Trump has become,” Times reporter Eric Lipton says after laying out the basic facts of the story, “To get almost anything done in the nation’s capital requires not alienating a vexed and vengeful president, and, ideally, pleasing him.”

It’s that personalist rule I want to focus on.

And to do that let’s go back to TPM ad business.

It’s no great insight to say Trump’s impulsive Iran War has been a big political loser for him. Even some of his and the war’s supporters would concede that point. “Katrinas” are also wildly overdetermined and over-diagnosed in political talk. How many “Obama’s Katrinas” were there? How many did Joe Biden allegedly have? But it did occur to me this morning that it is something like that for Trump but for a specifically Trumpian reason. Donald Trump’s great super power is changing the subject. He never sticks to one racket or con until its rung out of all its juice. He’s always on to some new thing because — long before we lived in the broken world of social media — Trump has always lived in the attention economy. Attention is the great commodity. It’s even more powerful for Trump as a defensive weapon. When something isn’t going great he’s always creating some new drama, some new thing to change the subject to. But what we’re seeing now is that Trump simply cannot change the subject. The whole Iran War story is devastatingly bad for him. And he simply has no way to stop it from being the big, dominating story. He can’t make any shiny object take its place. He’s stuck, not just militarily but politically as well.