By then he’d partnered with a local designer and expanded into a design and marketing agency, Giles-Parscale. Trump’s own approach to self-promotion, reinforced by Kushner’s advice, was at odds with the highly targeted logic of the web. “If you’re running a burger shop, you have to let people know that your burgers are good and get them into your shop to buy them,” says a source close to the candidate. “It’s pretty similar with voting: You have to find out what people want and then convince them why your product is the right one.”