Reform to address litigation issues. This is the strength of property rights. Get involved, write letters, sign petitions, let them know you oppose the bill thats in congress. And get away from the buzz words. Way too many buzz words. Thank you. Appreciate your time. Thank you all. Hello, everyone thanks for being here, lets give another round of applause for that great speech. [ applause ] today were going to be talking about exactly what tamilla mentions, the concerns across america where the Republican Party is headed and how to strategically make it bigger. Joining me will be Tammy Bruce Fox news contributor. And former liberal organizer, Grover Norquist and heather higgins, president of independent womens voice. Heather, lets hear what you have to say about this. I hope there are slides for anyone at home or on cspan. There was a super bowl this year who saw it . This is one way to tell you what happened . This is ed sabol, whose nfl films changed football from a simple tale of wins and losses to an epic tale of human struggles, successes and disappointments. So this is another way to tell the story. Tell me a fact and ill learn, tell me a truth and ill believe. Similarly, at a meeting of environmental grant makers a few years ago, there was much anxiety about the fact that the science wasnt holding up and the data was being challenged until one member got up and said, remember our stories will always trump their data. We focus on talking to the base with messages that may or may not be effective with other voters. Democratic strategists on the other hand start differently. They divide the political world into base swing and reach voters and generally they dont speak to their base, they target every message to the swing voter. So since iwvs mission is to expand their base, we do Research Message development, then tested in the real world and make an Investment Decision about whether or not to deploy it. Put another way, use the right bait for the fish you wan the to catch. Dont use the bait that is comfortable for you. Whats the best bait . I found two books that helped create the framework and articulate what works. Too often we speak to values that resonate with 30 of the country or worse talk about money which isnt a value, and fail to speak to those values compassion and fairness which nearly 100 of the country responds to. Simon cynics start with why. Shows we are leading with our products not our purpose, which is no way to win and make a sale to anyone who isnt already a fan. Take well fare reform as an example. For 15 years we talked about cheating, fraud, wasteful spending and got nowhere. Then mira and charles changed the argument to how well fare was hurting people and trapping them in poverty. And we went from fighting against people and for money to fighting for people having better lives. And we won. On another example, you remember the legislative walkout in wisconsin in 2011. Various teams made our base feel great. Alienated independent women who went south on walker. The recall in 2012, Campaign Messaging had shifted from Union Bashing to talking about what was good for the hardworking taxpayer. They hadnt talked about what was fair. We did. And the results were remarkable. We created that website. In the control group who are getting the best advertising the Walker Campaign and outside groups could buy, walker led by five points. Those who had gotten our messaging about fairness, the gap was now 36 points for a net gain of 31 points. We did something similar with the health care law, where voters, if you dig into it can know about three pages of the law, you know, the parts about how supposedly compassionate it is. We created a website, Health Reform questions. Com, and used that to create an Education Campaign for people to find out how much they knew about the effects of the law and how uncompassionate and unfair it really is. Applying that message to battle battleground states got us a 10 point improvement. Among independents who were called receiving the messaging we saw a 23 point improvement. Romney didnt win. Why not . Among voters whose key concern was voting for somebody who cares about somebody like me obama won 81 of those voters while romney with his facts and data won 19 . The difference is largely driven by the way conservatives talk about economics. So many sound like corporatists like they only care about business and business owners. Even if we know thats not true. What they dont sound like is reagan, whose purpose was to improve life for all americans and who rarely talked about business, Small Business or even entrepreneurs. Indeed, independent women is researching better economic mays. Its not yet complete. Already we know that reagan was right, for example opportunity economy trumps freedom Free Enterprise and capitalism. Job creators trumps corporations, companies businesses. The American People is not only better than the middle class, which is what the left is using. But hardworking taxpayers. Hopefully in the panel we can get to more of what weve learned, as time is short, just remember. Start with purpose about how you want to help them. Speak to broadly held values, particularly compassion and fairness. Tell stories. Remember to convince your audience not the choir. Take a page from progressives, settle for a slice, and then another slice, going for the whole load, if going for the whole load will set you back and visit our discussion guides for suggestions on how the average voter should talk about different issues with their friends. After six years, we know that this different messaging works, and works really well. And look forward to exploring new and more effective ways to be persuasive and win. Thank you. Now, Grover Norquist. Thanks. Were right and theyre wrong. We know that. Our job is to make more of us and fewer of them. We have to figure out how to speak to undecideds and convince them to join our team rather than their team. Now, in washington, d. C. This is going to be difficult over the next two years, the reason is, the republicans have the votes to pass good stuff and obama can veto it. Obama has the capacity to promote icky stuff and we wont have it. How do we communicate to our base, who already agrees to us the voters would like to agree with us while this is going on. We have to have bifocal vision, we have to see and speak to where were going were going to california, were going to the promised land, all that way, were going to pass the ryan budget plan get rid of the income tax about the direction of where we want to go needs to be clear. But we also need with bifocal vision to look at our feet so we dont trip or walk into traffic. So that we focus on today in making little gains today, the slices of the bread that heather was talking about. There will be opportunities to get little pieces of legislation that arent terribly exciting. We got to the Frank Underwood thing where we turned to the audience and said, today were taking baby steps, our goal is all the way to california. If youre trying to get to california and you find yourself in west virginia, thats not treason. West virginia is on the way to california. If, however, you are trying to get to california and your feet are wet and everyone around you is speaking french, youre losing. Youve been heading in the wrong direction. Compromise meaning moving as fast and as quickly as we can toward liberty recognizing that were going to be moving slower than wed like compromise is good. Compromise is moving in the right direction more slowly than youd like. But at the state level, we can make tremendous change in our capacities here. And on that, we have 24 states with 150 Million People. Half the country lives in a republican controlled state democrats have 7 states with 50 Million People in them. There we can deal remember the left wing writer, playwright who said communists were shooting at east german workers. Youre not supposed to have a workers paradise, he gave the answer, what we need to do is elect new people. It couldnt be the governments fault. We can in the states, elect a new people. And by that, i mean the democrat picks the matter to freedom loving people are not the demographics they talked about all day. When we create more liberties, we create more advocates for liberties. Home schooling illegal, in all states 30 years ago. Today legal in all 57 states. Ten million have been home schooled since they started going to school. That means there are a lot of families out there who know the team would take away their life given the chance. Conceal carry permits. The idea you should get aone issued to take care of yourself. There are 11 million americans with conceal carry permits. 11 million. Those are people who have decided to take control of their own life, and they know the democrats have half a chance they would take that away with them. A different human being than the one that says im so glad i pay my taxes. If anything went wrong the government they drive this white chalk line all around that would be helpful. This person has decided to take control of their own. School choice. You think if the politicians try to take that away, they havent made an enemy for life. Share ownership. Why did president obama shut down the 5 29 millions of families. 12 million kids are trying to go to school. He knows if you have 5,000 dollars worth of stock and a savings account. A 529 it makes you 18 more republican on average. It changes the nature of who you are. You recognize threats to economic growth. Threats to you personally. We can at the state level, change the laws to create more people who benefit from liberty who know the other team would take that away that is one mechanism through the states while we live through the next two years in d. C. We can recreate a stronger freedom loving electorate day by day. Thank you. [ applause ] great job. And last, tammpy many. Hey, everybody im tammy bruce, you can learn more about me by the way at tammybruce. Com. You know what im going to speak to you about. I come from the left wing of things. And part of what i learned on the left because all they focus on is your mind is the issue of the manipulation of youth specifically and personally. Great stuff from both heather and grover absolutely. But what the left has spent generations doing in this battle for your mind is trying to convince you that youre wrong that you do not have the moral high ground. You cant trust yourself, america doesnt want what youre selling the reason they spent so much time and energy in moving that message to you. Is because they know the truth. That the moment the light turns on america will realize. That was a pretty exciting experience wasnt it . The midterms, i want you to think about that did that surprise you . According to the left, to the Democratic Party and the liberals, that kind of thing wasnt supposed to happen, america is rejecting what congress servetism is quite the opposite most of the energy is spent making you surrender, making you think its not even worth engaging in this process. We know of course, thats a lie lie. I dont know how long Jonathan Gruber has been on the planet, but maybe hes been operating for several generations about lying to the American People. Those days are over it takes a decision that you make as an individual. This is not going to be, and shouldnt be a hard long slog. This is the same nation that gave 49 of the 50 states to president reagan. Minnesota probably was stolen. The American People have always responded to a message of freedom. So when you heard about compromise and reaching out to people who perhaps dont share your way of life. But this doesnt mean that you have to give up your values. Quite the opposite. Is that theres a sense that americans who are different from conservatives, whether its about issues of faith, whether its about gays people of color, the fact of the matter is, the singular message about conservatism conservatism, what it brings, is personal freedom. Personal freedom comes from economic freedom. No one wakes up or when theyre 7 years old says, oh, gosh i wish the government could control my life. Nobody does that and yet the left messages to people that, you know without government, youre lost, and of course theyve made it to be that way, right . They created an environment where their work has made things more hopeless and then they used that hopelessness to say you need more of us dont you . Its a ridiculous framework. For us and what i wanted to encourage you to do is having come from the left. Is reaffirm your correctness. Reaffirm the idea the nature of why youre a conservative, which is to improve the quality of peoples lives, right . You want more of your own life . To be free . You want to be able to make choices that best suit you. You dont want some stranger some bureaucrat making decisions for you about where you can spend your money what you can eat, whether or not youre going to get a nonprofit status right or whether you can start a Small Business. How much of your own fruits of your labor you can keep. Who wants that. Nobody wants that. This is about treat open, every american wants that regardless of Sexual Orientation regardless of complexion regardless of a relationship with god i believe in god, im not a big fan of organized religion. Im also a gay woman. Thats a sliver of my identity. What i am im a conservative. Im an american first who has a lot of different elements to what makes me who i am, right . That message that fact for everyone whos also watching on television here and around the world, the fact is especially if youre a minority the only thing that sets you free is Financial Freedom and small government. As minorities, especially the conservative ideal, the basis of conservatism is what informs the power of our lives. The ability. Whatever those choices might be conservatism relies on understanding that that also presumes as we can here in america, that we can trust ourselves and how we live our lives. A commitment to the nation as a whole. This is the last place on earth where you can be different and not be chased down and imprisoned or killed. Where its not a crime to be different or to speak differently. So for you when it comes to action and making a difference here, this is about moving past your comfort zone. Maybe youre a member of your local nra right . Maybe youre a member of your local tea party. What about brokering, what about getting involved with the pta . Especially youre home schooling and other good element for you. Getting involved with groups and communities you wouldnt have gotten involved with, perhaps local aids outreach, getting involved in nonpolitical groups especially, and engaging your newfound friends of topics of freedom and economics. Not politics economics the future of our families what we have in common youll find that the conservative ideal is what everyone has in common. No single parent thinks about how lovely it am be to always wait for the check for the government. No woman is always waiting and hoping to find the person whos going to save them from themselves we too have independence and power and we want to use it were not going to use it as long as washington is up there telling us what to do. So for you its about realizing that the conservative ideals separate from Party Politics is the thing that will make things better. And that for you in your own mind to not think that well youve got to convince people who dont believe in conservatism or that what you believe is something that americans dont want, quite the contrary. Ill leave you with this analogy about the power that you have as an individual when you sign. Liberalism works 24 7 at keeping the light off in the room. And they spend that time, because you are the one who turns on the light their energy is spent convincing you that everybody wants the room dark. That nobody wants to see whats in the room, that everybodys fine with the way that things are, and youre the aberration because who are you that you want to turn the light on . All it takes is a decision for you to reject that argument. Everybody knows in their hearts of course, thats not true. Everybody wants the light on. All it takes is turning the light off. And then it can be seen, thats what ruins the liberal agenda, is an open discussion about who they are, about their results about what the agenda does in increasing poverty and increasing hopelessness increasing the decrease of our own power as americans and as a result, as youve seen around the world. A decrease in our own dignity and power as a nation. You are the ones who will turn that around by deciding to turn the light on to reject the premise thats presented to you to reject the liberal argument that americans want whats happening. Use the 2014 midterms if you have to. But remember in 2016, its going to become even more furious. Youve seen conservative influencers in the last week or two be viciously attacked for speaking their minds. That will only increase. Do not be afraid of that. Theyre doing it because they know if you speak up, it changes everything. In order to do so, have you to decide. Thats it, thank you everybody. Thank you all three of you. Before we dive into the discussion of building your party, i want to first talk about how theres many people within the Republican Party that might say broadening the brand is watering down. It doesnt need to what we need to find out is, the Center Coalition of the reagan party is made up of all people who what they want from the government is to be left alone. Theyre very different people, some want to focus on their Business Life or their faith or their family or raising their kids or their Second Amendment rights. There are Different Things that make people excited about liberty and make them fear state control. Theres some list of 10 things or five things or two things that everybody has to agree on. They have to agree on the one thing that they want to be left alone at the one that i discovered most recently the e cigarettes, a lot of people switched from tobacco to e cigarettes. They spend a lot of time