There is a much-loved episode of The West Wing, “Game On”, in which, preparing him for a candidates' debate, President Bartlet's team searches for “10 words” that will capture his message. In the end, on the platform, Bartlet concludes that the quest is not only futile but actively destructive: “Ten-word answers can kill you in political campaigns. They're the tip of the sword ... there aren't very many unnuanced moments in leading a country that's way too big for 10 words.”
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