 Folks, campaigns, I'm going to say this so much, you're going to hate me, but you're going to hate me for a good reason. Because once you master what I'm about to tell you, a very simple concept, because I'm telling you, even I get lost in it sometimes, you will be a far better political analyst. Even me, I do this for a living. Sometimes I get lost. White papers, op-eds. No, no, forget it. Campaigns are snapshots and soundbites. That is it. You understand? Snapshots and soundbites. Campaigns are pictures and soundbites. That is it.