"Campaigns fail if they waste resources courting voters who are unpersuadable or already persuaded. Their most urgent task is to find and persuade the few voters who are genuinely undecided and the larger number who are favorably disposed but need a push to actually vote."

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The campaigns of Steve Forbes, Pat Buchanan, Ross Perot, and John McCain all outperformed expectations on their support from independent voters. They made no effort to shy away from ideology, but conveyed to voters that their policies were driven by principle, not party talking points.

— John Sununu