american spectator and bret o'donnell for the mccain presidential campaign. >> you've worked with a number of candidates on the debate prep. how important is it to create a memorable moment? like lloyd benson had. and how much impact that, that really have? >> it can have an enormous impact. in a ten-person debate or a seven-person debate. you want to capture the imagination of the press so your message gets near tops of the stories or even makes headlines. so having a moment like john mccain had in october 2007 when he talks about hillary clinton spending, in terming of being all tied up. he got a standing ovation. that captured the imagination of the audience and the president and made him the news of that debate. >> and how do you prepare for