Recruitment

I love the simple clarity of this thought. It is surely applicable in a far wider sense than only the political context in which David Plouffe uses it.

"Say you are a business trying to expand your percent of market share against an established brand-name product. Your competitor's customers have been buying their products for decades and are unlikely to sample something new. How do you outsell that competitor without converting their customers? You have to recruit new buyers."

David Plouffe, The Audacity to Win, 2009