Gordon ran in the early 2000s, just as NH was changing from a very conservative state to a purple, moderate state.
Gordan was a throwback. Cold warrior, very strident. We tried to get him to appear more calm & reachable....he did not take the constructive criticism well, to say the least. I consulted for the local GOP & worked both his campaigns.
As an aside, he married a very wealthy woman....so he was raiding her stash to run for governor both times. I heard plenty of arguments between the two of them. The guy was/is a loser.