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During our 2008 race, our pollster taught me (hard to believe it took me 24 years to learn this) that the average voter spends only 5 minutes thinking about for whom to vote for Congress. All the millions of dollars of TV ads, all the thousands of robo-calls and door-knocks, and it all comes down to having a message that will stick in the voters’ minds during the 5 minutes before they walk into the voting booth. The media likes to call this group “independents,” which implies that they think so long and deeply about issues that they refuse to be constrained by the philosophy of either party.
