Along with losing presidential elections to President Donald Trump, former Secretary of State Hillary Clinton and former Vice President Kamala Harris have another thing in common: As they campaigned for the nation’s highest office, they never articulated a unique vision for the country or why they ran for president.

This messaging failure contributed to their losses. But it was even more glaring in the face of Trump’s aggressive “Make America Great Again” mantra and the simplistic and accessible policy agenda that accompanied it. A politically disengaged voter could generally articulate why Trump was running for president: Politicians had sold America out to other countries through trade deals and had refused to secure the border. Trump would fix both of these things.