Regarding the leaked Romney campaign plan James mentioned below,
I found this part interesting:
The plan concedes that, with McCain and Giuliani in the race,
Romney is unlikely to be the top pick for those voters looking for
a "war/strong leader." His goal appears to be establishing himself
as a credible second choice for those voters, but the first pick
for voters looking for an energetic, optimistic, and innovative
chief executive. (A page titled "Own the future" dubs McCain the
past, Giuliani the present, and Romney the future. )
In other words, Giuliani is the post-9/11 candidate, but Romney
wants to be the post-post-9/11 candidate. He wants to lead us
beyond to the period of time during which the focal point of
political life is our reaction to 9/11. Interesting, but I don't
think Republicans are quite ready to go there yet. Also, given that
he wants to run as the "energetic, optimistic, and innovative chief
executive," I wonder if he miscalculated by going too far to
position himself as a social conservative. His positions on social
issues could have still evolved, but in a more subtle way, and he
didn't have to lead with them or draw so much attention to his new
found beliefs. Instead, he may have been better off pitching
himself first as a charismatic, problem-solving CEO type, and then
only secondarly as a newly-minted social conservative.