"Both Katz and Slezak separately emphasized the importance of candidates and campaigns using marketing techniques like polling, focus groups, and message testing only after deciding what you stand for. That’s what requires political leadership; the pollsters and consultants can help you hone that message and help it reach people, but that should come at the end of the decision-making process, not the start."
This ought not to be so damn hard
Democracy's Big Tent Revival
https://hillheat.news/p/democracy-s-big-tent-revival