The American Spectator

Romney has a new ad out which stresses his resume and experience and criticizes Hillary for lacking executive chops. The ad is effective in part I think because it shows him in a debate where he is more animated and less staged than in other ads. As to the theme of executive and business experience I and others have certainly suggested this as a focus for sometime. However, it raises a few issues. First, the Romney themes and pitches( "three legged stool", "change", protector of families) are multiplying and at some point it gets confusing and a bit dicey for Romney who has a "being all things to all people" issue. If this is "it" --the main pitch -- he would do well to stick to it for some extended time. Second, it sounds a little Rudy-derivative in the Hillary jabbing department. Both in the debates and other venues Rudy has used this same phraseology about Hillary's experience for awhile so it may not come across as anything new to viewers. Finally, Romney could perhaps do a better job and put some meat on the bones on his business background. What did he actually do? Didn't he take risks and stare down doubters? Some details about his successes and some insight into what made him effective as a business executive would go a long way toward bolstering his image as someone who is not only smart but tough. His business background really is what makes him unique in the race and by sloughing it off with generalities I think he is missing an opportunity.