THE PEARSON PHILOSOPHY

1.    The candidate is the most important element in the campaign.

2.    Every candidate and every campaign is unique.  What works in one circumstance will not necessarily work in another.

3.    A thorough understanding of the candidate, the campaign, and the landscape is essential to crafting a message and strategy for winning.

4.    Every campaign may have similar components, but those components must address the peculiarities, strengths and weaknesses of the candidate and the political environment.

5.    A Team Effort is required for a successful campaign.  Individual egos must meld into a common force for victory.

6.    Careful selection of team members and consultants is critical to assure they are compatible with the candidate, other team members and the political climate.

7.    Full disclosure of compensation to team members and consultants will assure their advice is based on the good of the candidate and campaign.

8.    A diverse campaign team is preferable since the synergy of several knowledge bases and opinions results in new and creative ideas.

9.    The candidate is the ultimate authority and must be kept apprised of all relevant aspects of the campaign.

10.    The candidate and campaign team that does the most right wins.