I don't care what the polls say.

I look for something unique, and I look for people who haven't reached their potential. I think I'm pretty good at developing talent.

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'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.

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.

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.

In the Rather/Bush incident, it was totally unfair. CBS was trying him and convicting him and trying to execute him on national television. They had made up their minds. CBS made the fatal error of trying to become the political opposition to George Bush. And, when they did that, they put themselves in an arena where they can get knocked on their fanny.