He had personality-plus and knew how to deliver a speech or a single line well.
Being a cowboy actor he of course knew how to project “American cowboy”.
Acting as-if President for the camera? He nailed it.
But everything else was for-show or awful-but-could-be-explained-away-as-good-idea-poorly-implemented.
Some of the immediately negative effects were temporarily shielded but it wasn’t long before the truths emerged from it, and kept emerging. And kept emerging, as the house of cards started sliding down a muddy hill as other leaders kept adding sandbags to stem the flood that never stopped filling up home.