Messages won't matter if they don't break through the clutter. We tell stories, create narratives, use powerful symbols. We believe that great messaging succeeds when people can taste, smell, hear and visualize what we're communicating - not just think about it. If the path to victory is not obvious - our job is to find it. Persistence, discipline, intensity, focus, staying the offensive, forcing the opponent to play on our turf, conducting the debate in our message frame, no excuses, no whining. To win the battle, we have to combine the most recent campaign and communications technology with old-fashioned nuts and bolts organizing.