Decide on some imperfect Somebody and you will win, because the truest truism in politics is: You can't beat Somebody with Nobody.
William SafireNever look for the story in the 'lede.' Reporters are required to put what's happened up top, but the practiced pundit places a nugget of news, even a startling insight, halfway down the column, directed at the politiscenti. When pressed for time, the savvy reader starts there.
William Safire