I've done reasonably well over the last 10 years because I took the strategy of language and politics and applied it to the corporate world, which has never been done before.
Politics is gut; commercials are gut.
The challenge in working in politics, particularly if you're working for a political party, is that everyone's a messenger.
What matters most in politics is personality. It's not issues; it's not image. It's who you are and what you represent.