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When she took the idea to Portfolio, her publisher, half a year earlier, it wasn’t a hard sell. At the time, they had no inkling that she would be turning in the pages after more than a year stumping for one of the most polarizing political candidates in American history. None of them believed that Donald would make it beyond a few primaries, certainly not to the general election. To them, he was a fringe candidate who had no shot at winning. They bought her book giving little thought to all of that. They’d market it as a liberal-leaning C-list celebrity version of a career book.
They ran into some bumps even before the prospect of a President Trump dawned on them. Ivanka worked with a writer who the publisher thought was really good, but Ivanka reworked everything herself. She would go through the pages early in the morning, before walking over to Trump Tower or traveling with her father to a campaign stop, typing away on her laptop as she got her hair blown out in her apartment, Jared bringing her coffee as the nannies got the kids ready for school. From the pages they got to read early on, what came through to the publishers was her privileged perspective. For instance, there was no mention of the two women who took care of her own children until the last few pages, in the acknowledgments. After she thanked her agent, the contributors to her book, her sisters-in-law, her mother, her friends, her colleagues, and the two nannies who helped raise her and her brothers, she acknowledged Liza and Xixi, “who are helping me raise my own children,” thanking them “for being part of our extended family and enabling me to do what I do.”
Mostly, the publishers felt that the book was devoid of emotion. They pumped and pumped her to add personal, relatable details about her relationship with her parents—“to make her seem like she had a pulse,” one person involved with the book explained. “Like she was a human and had emotions.” They took every shred of what Ivanka and her writer were willing to give, which wasn’t much. Ivanka was always unfailingly polite and gracious, though, and so intense in her work ethic that they were surprised every time they visited her in her Trump Tower office (she never ventured to their offices; they always came to her).
The real trouble came once Donald had won the nomination. They had to change their entire marketing calculus, because the demographic they had thought the book would appeal to when they bought it—young women in their twenties and thirties living on the coasts—now staunchly opposed Ivanka’s family and everything her father’s campaign stood for. So they had to start making inroads into a whole new audience in the middle of the country—an audience that, frankly, the publisher did not know how to reach or market to.
They recalibrated and, once they had their hands on the manuscript, tried bit by bit to turn it into the best book it could possibly be. Ivanka asked Mika Brzezinski, who had her own “Know Your Value” brand already launched, to review the book. At the time, the Morning Joe host was on okay enough terms with her father, and she helped Ivanka get his attention on women’s-related issues throughout the campaign, to varying degrees of success. Ivanka genuinely wanted to help the cause, she believed; if a few words about her book meant that the future First Daughter would put her efforts there in the White House, then fine.
A week later, Donald won the election, and the entire calculus changed again. Ivanka asked the same favor of Judge Jeanine Pirro, the colorful Fox News host and longtime friend of her father’s. Jeanine’s ex-husband, the businessman and lobbyist Al Pirro, had served as Donald’s power broker in Westchester County in the 1990s, and the three of them would play golf and fly on Trump’s plane down to Mar-a-Lago together. (Donald could never get any work done on those flights down to Palm Beach. “I can’t pay attention,” he’d tell friends traveling with him. “How can you stop looking at her legs? Have you ever seen sexier legs?”). This was before Al Pirro got locked up for conspiracy and tax evasion, a turn of events that went on to haunt Judge Jeanine’s career as district attorney in Westchester and her onetime bid for a seat in the US Senate. But it made it so she could staunchly, spiritedly advocate for her old pal in her televised monologues each Saturday night, and say yes to writing a few kind words about his daughter’s forthcoming book. “Who knows more about success than Ivanka Trump?” she wrote. “Buy it and learn something!”
ON THE day after the election, most of the staff in Portfolio’s offices were zombies. Some cried all day, taking turns wiping their faces in the bathroom. To them, it was a disaster. They were in complete despair about having this book on their hands. But other executives were elated. What they’d bought as a famous-reality-star-meets-builder-meets-fashion-executive-meets-mom-and-wife how-to was now something entirely different. They had the First Daughter’s book. By accident. And it was scheduled to come out just about one hundred days after her father would take office. “We never thought of canceling,” the person who worked on the book said. “There was the chance for it to be a big hit, and you’d have to be on a suicide mission to cancel the book by a First Daughter, even in this case.”
The looming issue was how to do press around the book. Ivanka had not yet determined what her role would be once she and Jared moved to Washington. She would be some kind of an adviser to her father and his administration. That was never the question. What was at issue was how she would describe her position in marketing the book. She hadn’t intended to officially join the administration until ethics concerns made it nearly impossible for her not to. So how could she go out before she herself answered those questions and have a book publisher try and field the issue, thorny as it was?
The day before Christmas she called the publisher directly, saying she was not sure what her role would be, whether it was going to be official or unofficial, or how she would describe it to people. She wondered if they could move the publication date from March back to May. As it happened, the book was set to go out the following Monday. The wheels were so far in motion that in any other case, it would have been absurd to try to stop them at that point. But this wasn’t another author looking for a favor; it was the incoming First Daughter. They pushed the book back. (Not long after the book was meant to come out, Ivanka announced her official role within the administration, as assistant to the president, advising him on issues related to American families, female entrepreneurship, and workforce development. As an official government employee, she could not market the book herself, which meant no interviews, no tour, no readings, no appearances. Before her attorneys and White House lawyers came down on it, every network had been fighting to get her for the book. “The lineup would have made Princess Diana jealous, had she promoted a book,” one publishing executive said. They had to scrap it all, though. And the reviews, one after the next, panned the book—for what it said, for what it left out, and for what people read between the lines. “She didn’t ruin the year,” the executive said, “but it was a bloodbath.”)
IN THE days following the election, foreign leaders and diplomats flooded the switchboard at Trump Tower. There were protocols for how these calls were supposed to be received and made, of course. Many of them were outlined in the dozens and dozens of binders that members of the Trump transition team had put together leading up to November. Few of the transition officials imagined that these binders would actually get put to use. Donald Trump was such a long shot that their work was more of a just-in-case than a these-will-almost-certainly-help-inform-the-next-president. Even fewer imagined that the binders would be picked apart and summarily chucked in the trash once Vice President-elect Pence took over the transition. Ivanka and Jared, along with her siblings and their father and Pence and his allies, had a deep suspicion of any materials put together by anyone connected to Chris Christie. They were also so disengaged from the pre–Election Day transition work that they had their hand in none of the preparation that the professionals—people with real governmental experience, with actual expertise in national security and on the economy and intergovernmental relations and intelligence operations and diplomacy and how the bureaucracy in Washington functions and what all of these areas need to run properly every day—put together. The Trumps, who worked out of their dad’s office in a building bearing their last name, knew nothing about any of that. What they did know was that, deep down, they trusted only themselves. Anything prepared without their input, particularly by people who they believed were loyal to Christie, who was not always a friend of the family—well,