Winning Right
Campaign Politics and Conservative Policies
CHAPTER ONE
A GOOD PLAN BEATS A BAD PLAN, ANY PLAN BEATS NO PLAN
Winning campaigns are based on a coherent strategy and executed against a plan. A good plan will beat a bad plan, but any plan will beat no plan. A campaign that doesn t have an idea where its candidate is going to be scheduled two weeks from now, doesn't know what message it intends to be on next week, doesn't know what ads are going to be up in three weeks, doesn't know what its 51 percent of the electorate is composed of, or doesn't have a cash-flow projection is a campaign that is likely to lose on Election Day.
The Bush-Cheney '04 presidential campaign will be remembered as one of the best-conceived and -executed in history.
Our overarching plan for the 2004 campaign was, from the outset, to reinforce President Bush's greatest strength: the certainty of his leadership. You could ... read full excerpt from Winning Right: Campaign Politics and Conservative Policies ebook
