Steve Schmidt - the guy who’s running John McCain’s campaign - is like Karl Rove’s son. Schmidt is probably one of the best targeter of voters in the country. He really knows how to connect one-on-one with voters. He doesn’t just do polling like other consultants - he uses commercial market studies. He reduces voting to who shops at Wal-Mart, Target and Costco and how to talk to them. He doesn’t give a damn about Wilkes Bashford or Nordstrom shoppers. He checks out what kind of cars voters are driving, where voters shop, what kind of things they buy, what programs they watch on TV, what they do on weekends. Then he does the assessment and tailors the campaign’s message to convince you that his candidate has your deepest interest at heart.