Reporters may be friendly-but if you get through life without having a reporter as a friend, that may be an advantage. If you insist on having one as a friend, don't do interviews with him.

Almost everything I do is related to my ability to hire good people. I don't take much of the credit myself. I think I have a good eye.

In general, I think man-on-the- street ads and endorsement spots are having less and less effect on people. The electorate's getting very sophisticated, and they want to make their own judgments.

You better be able to defend it after the attack - so don't stretch it. In other words, if the guy's guilty of A and B, don't make him guilty of A, B, and C. That's what a lot of people do.

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.

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.

If you are a good communicator, be unique: put yourself in your own commercials and do something a little different. To the extent you can focus on what it is you want to change, what it is you know how to change, and what it is you think will make life better for other people, you're going to do better.