Ron DeSantis doesn't have the charisma to run a campaign entirely on grievances. The anti-wokeness was supposed to be but a feature among a more rationally built campaign of solutions and actions. That's how he presented his time as the Florida Governor; a politician who got things done. Now on the national stage he has the same grievances but no solutions. His campaign is entirely negative and "anti-woke." With no outlined policies, no solutions to the grievances of the average American, and his unlikable spectrum like personality he is indeed dead in the water. He is so devoid of any depth that even his actions in Florida are being called into question as that kingdom collapses around him.
A good PR team would have made this guy unbeatable. He isn't the first, nor will he be the last cold and callous politician that is a charismatic vacuum, but he is definitely one of the few who lead with those traits placed into such a lofty position on the national stage.
If Ron DeSantis was in a corporate hierarchy he would be a long in tenure, long disliked regional manager; he's just competent enough. He's not likeable enough or capable enough to move beyond a certain position.