would do is hire a consultant and they would tell you to do basically two things, raise money and run ads. now that the conventions are over, the campaigns are shifting fully into the second phase, the ad phase. the campaign and media narrative will be dictated in large part about what those ads say. new research into what motivates people to vote and what doesn't has the potential to revolutionize campaigns. if the people who run the campaigns realize it in time, it could shape the outcome of the election. join us are sasha issenberg. he has a much awaited new book that comes out tuesday. chris hughes, co-founder of facebook and publisher and editor in chief of the new republic. and walter shapiro, a former white house speechwriter for president jimmy carter. great to have you all here. we also have bob sha rurump whos