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Too many people are called political strategists, who really are no more than talking heads. The influential political strategists are not only spin doctors, but the people who plan what we are going to think. Their job begins before deciding how issues will be presented: they decide (at least so far as they can control events) what will be the focus of the campaign for which they are working.
They analyse what will appeal most to their own supporters and more importantly, to the floating voters (and also what to avoid talking about if possible). They attempt to anticipate what their opponent's strategy is likely to be, and how to respond to it. They determine where their candidate's finances and other resources are likely to be critical and best deployed.
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