If you're running because you want a job that's prestigious or because you have this vague knowledge that you're better than everybody else, you're easier to beat.

The candidates that can’t face Fox, can’t face al Qaeda.

There's something about the American people: They have such an innate sense of fairness that the red light goes on and the bells go off the second you approach that line. Any kind of personal attack is verboten. You shouldn't do it; it's not worth it.

I've found increasingly less effectiveness with the man-on-the street type of stuff that was very standard fare for years. It can still be effective, but it's got to be done well.

Just because somebody else likes a candidate doesn't necessarily mean everybody else will like him.

You can get people the qualifications; But you can't teach them the qualities they're going to need. You can't teach integrity, a drive for excellence, refusal to quit under pressure. It's too late to build that into people you're going to hire.

Taking on the media is something I would never tell a candidate to do. I'd advise him what I would do in that circumstance, but that's about it.