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Everyone knows that the Latino vote will be decisive

in this presidential election year, but our guest today says most of what you

know about Latino voters and how to win them over is wrong. Mike Madrid is a third generation

Mexican-American and one of the country's leading political

strategists when it comes to Latino voters. He was a senior operative for the California

Republican Party who rubbed shoulders with the likes of George W Bush and his

generation of GOP officials.

Madrid later got jaded by Trump and co-founded the Lincoln Project.

In his new book, The Latino Century, Madrid lays out a breadcrum trail for both Republicans and Democrats to win this decisive

block of voters, who he believes are very much up for grabs this year.

spoiler alert Madrid says both parties are doing something right and something wrong.

Oh and according to him the biggest problem with courting Latinos might be

that politicians think of them strictly as an ethnic group in the first place.

I'm Ryan Liza and this is Playbook Deep Dive. is playbook deep dive. Let's let's start with this one thing that motivated you to write the book,

which is Latinos moving to the right after 2020.

Let's quickly review the story there.

That's a great question because it's a little bit challenging insofar as what we're watching is really kind of the fourth great Hispanic wave to the United States that started in earnest in the late 1980s.

Ronald Reagan, of course, signs the Immigration Reform and Control Act of 1986,

...