Listening to the first Presidential debate last night, the words the candidates used said a lot about the essence of their campaigns and the conversation they wanted the country to have.

Romney wants us talking about principles.

Obama wants us talking about opportunity.

If you read the transcript, you’ll see how often each came back to Their Word again and again and again.

Two lessons:

1. Simplify your message to your essence. If they can do it, so can you.
2. Repeat, repeat, repeat.

If you were running for President, what would your word be?

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