Taking office during the Great Depression, Norblad's first attempts to improve conditions in the state were largely ineffective. Lacking a political identity statewide, and considered a Progressive by conserrvative elements in control of the state Republican party, Norblad was defeated in his primary bid in May 1930, coming in second-place. When the winner of the primary unexpectantly died a month later, Norblad took his name out of the running for the nomination, giving the Republican state central committee his blessing to choose a new candidate.