On Dec. 10, 1976, a young pollster named Patrick H. Caddell submitted to President-elect Jimmy Carter a 62-page memo titled "Initial Working Paper on Political Strategy." The subject was how to govern.
"The old cliche about mistaking style for substance usually works the reverse in politics," Caddell wrote. "Too many good people have been defeated because they tried to substitute substance for style; they forgot to give the public the kind of visible signals that it needs to understand what is happening."...
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