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Illustration: Lazaro Gamio/Axios

Leadership books are filled with calls for brutal candor, hiring people more talented than yourself, and collaboration as a force multiplier.

Yes, but: The Trump lessons of leadership, like his approach to the presidency, are radically and ruthlessly different.

Here are the Trump Rules, distilled from conversations we have had with countless people close to the president, some of whom have studied him for years:

  1. Your brand should piss someone off. The worst thing you can be is milquetoast, bland. He wants some people to have a viscerally negative response to him and what he’s doing, because he bets that’s going to harden support on the other side.
  2. Crisis is a powerful weaponfire it indiscriminately. "Forget planning," a source said. "Wake up every morning, survey the battlefield, let your gut instinct lead you to a crisis to exploit, bet that no one else can thrive in the chaos the way you can. Ratchet up the pressure until everyone else's pipes burst."
  3. You can create your own truth. Just keep repeating it.
  4. Accuse the accuser. A source who's spent hundreds of hours working with Trump puts it this way: "He has a history of accusing people of whatever he’s being accused of. Collusion? Democrats colluded on the dossier! Blue wave? Red wave coming!"
  5. Fear trumps friendship. Trump wants his inferiors to fear him and hold him in awe. He likes watching them duke it out in front of him.
  6. Loyalty trumps talent. Case in point: Michael Cohen. No serious person would employ Michael Cohen as their personal attorney — a point Trump has belatedly acknowledged himself. But as Cohen used to say, he'd "take a bullet" for Donald Trump. Oops. 
  7. Never admit you areor didwrong.  Trump’s #MeToo advice, per Bob Woodward's "Fear": "You’ve got to deny, deny, deny and push back on these women. If you admit to anything and any culpability, then you’re dead."
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Go deeper

Scoop: Inside the GOP's plan to retake the House

House Minority Leader Kevin McCarthy. Photo: Elijah Nouvelage/Bloomberg via Getty Images

House Republicans will reclaim their majority in 2022 by offering candidates who are women, minorities or veterans, a memo obtained by Axios says.

Why it matters: The document, drafted by a super PAC blessed by House Minority Leader Kevin McCarthy, names top Democrats to target — Jared Golden of Maine, Matt Cartwright of Pennsylvania and Ron Kind of Wisconsin — and the type of Republican candidates to beat them.

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Scoop: Trump talked out of early Ohio endorsement

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Donald Trump had to be talked out of making an early endorsement in Ohio's 2022 U.S. Senate race, a sign of his eagerness to reengage politically, people familiar with the conversations tell Axios.

What we're hearing: The former president discussed endorsing former state GOP chair Jane Timken last week during a meeting at Mar-a-Lago with RNC Chairwoman Ronna McDaniel, but top advisers — including Donald Trump Jr. — urged him to wait.

Scoop: Parscale launches super PAC

Brad Parscale. Photo: Tom Brenner/Getty Images

Former Trump campaign manager Brad Parscale has founded a new super PAC and sister advocacy group, public records show.

Why it matters: The groups will allow Parscale himself to back candidates aligned with Donald Trump ahead of the 2022 midterms. They could also be used to deploy his new political data firm and harvest vital voter information for other clients.