• The 3 Ms: Message, Money, and Medium
  • Have the right message
  • Raise enough money
  • Choose the right combination of media to contact voters
• Integration of all parts to form a cohesive whole
• Comprehensive campaign planning involves multiple strategic initiatives
• Everything must work together toward your one goal: win
• Work hard. Work harder.
• Never give up . . . ever
• When you think you have it won, redouble your efforts
• There will be time enough to relax the day after the election

As a general consultant to your campaign, these three things drive everything I would do.