Inside Jeb Bush’s $150 Million Failure

Jeb Bush, the Republican establishment’s last, best hope, began his 2016 campaign rationally enough, with a painstakingly collated operational blueprint his team called, with NFL swagger, “The Playbook.”

On page after page kept safe in a binder, the playbook laid out a strategy for a race his advisors were certain would be played on Bush’s terms – an updated, if familiar version of previous Bush family campaigns where cash, organization and a Republican electorate ultimately committed to an electable center-right candidate would prevail.