Gov. Burgum is campaigning on a message of uniting the country, building bridges between the political parties, and using his experience as a successful businessman to bring innovative ideas to Washington. He is setting himself apart from Trump’s divisive rhetoric and policies, calling for a more humane approach to dealing with issues like immigration, healthcare, and the economy. He is also positioning himself as a leader who is more interested in finding solutions than picking fights. He is hoping to appeal to Republican voters who are fed up with the status quo, and looking for a fresh face who can help get the party out of its current rut.