People always describe my successes in life. My successes in life tend to be personal, not career.

If you have a choice between qualifications and personal qualities when it comes to hiring people, go with personal qualities. You can teach them the job.

You've got to attract interest in your candidate. The problem when you're running far behind is that you've got to move through those positive phases very quickly. Then, you have to draw attention to the other guy. You've got to create interest in why you differ from him and you've got to create a desire to remove him.

Don't back off on traditional values. It's important to show respect and tolerance for others, but they must show the same respect for your values. Tolerance is a two-way street.

If you're running far behind in the polls and you decide to use comparative advertising, you have to be able to explain to the people why the incumbent shouldn't have then ob.

They [candidates] say, "I don't want to say anything controversial." And so nobody covers them. Then they blame the journalists, saying "Why don't they write down what I said?" In congressional races, 90 percent of the time the answer is, "Because you are boring and you don't have anything that makes me interested in listening to you. Why the heck should somebody write it down? There's nothing here worth hearing."

As long asthe audience or the public perceives you to be sincere in your approach and not petty, they will think it's fair and they will wait for the other person's response. But if they sense it's petty or the slightest bit unfair, they'll turn on you right away.