Presents the author's viewpoint that one can treat a political candidate as a consumer product. With rapid feedback using the IdeaMap? Wizard?, it is possible to identify 'hot buttons' that turn on voters. The author shows how this data can, in theory, be used to correct the candidate's messages in 'real time' and on an ongoing basis. A demonstration of this approach appears on the web under www.i-novation.com.

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