"Are you going to do better than 4% unemployment, inflation below 3%, and the economy growing 2.8%?"

[Miles Archer]

9. The path to success comes in 2 parts

1). What you said (daily)

2). Coupling that with a SIMPLE, easy to understand message. Not a "slogan." They need to say "Here's what we propose to do about it," keep it simple, just keep reinforcing it and make it something that will matter to voters. No "conceptual" thinking here, just basic and straightforward and action-oriented.