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>> he was real excited, like, oh, cool, if we put this piece together with this piece we can make it work and isn't that exciting. it was is like solving a problem. >> there were very strong efforts to reach out across the aisle and make sure we had partners, whether it was senator kennedy, whether it was the head of the senate in massachusetts. we reached out. >> the key concept of romney's plan is the so-called mandate, developed by the conservative think tank, the heritage foundation. it requires all citizens to have health insurance or pay a penalty. the goal? expand the pool as a way to r...

Responsibility. and together, we are going to win on november 6th. >> with the republican party's choice clear, president obama's campaign goes back to the future. stealing a page from bob schrum's 1994 strategy for senator kennedy seeking to define romney before romney can define himself. the obama team goes after romney again on bain and calling on him-to-do what his own father did, release multiple years of his personal tax returns. >> i think bain is the beginning of a narrative arc. bain will be around i suspect for the whole campaign. so i think it's the foundation of a narrative arc and...

Reagan/bush. >> on election day, kennedy defeats the moderate romney by double digits, but it was actually the slimmest margin kennedy ever had. to political observers, young mitt romney is a politician on the rise. >> how can you take on a kennedy in massachusetts? but if you do, and you're at all successful, everybody in the state's going to know who you are. >> we had done a little survey of our own to see how many people had heard of my name. 1% said they'd heard of the name mitt romney. and those, of course, were the liars. >> even nationally, you're going to get a reputation. >> they kno...

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