Subject: Core Message / Theory of the Case
From: Dan Schwerin <[email-masked]>
To: Joel Benenson <[email-masked]>, Mandy Grunwald <[email-masked]>, Jim <[email-masked]>, John Podesta <[email-masked]>, David Binder <[email-masked]>, John Anzalone <[email-masked]>, Jennifer Palmieri <[email-masked]>, Robby Mook <[email-masked]>, Kristina Schake <[email-masked]>, Huma Abedin <[email-masked]>, Jake Sullivan <[email-masked]>, Oren Shur <[email-masked]>
Date: Tue, 25 Aug 2015 15:37:49 -0400

Jim and I just talked about the need to get HRC new thinking on core
message and the theory of the case. He asked me to send around this brief
memo I've been noodling on since last week. It does not aim to provide a
definitive answer to the big strategic questions, but it does try to be
responsive to the challenges the Clintons gave us on August 13.  I heard
three imperatives on that call:

1) Better align our core affirmative message with her unique strengths as a
candidate, her record, and her passions, in a way that no one else could
deliver and that generates an emotional connection with voters.
2) Define and drive a contrast with Bernie and the Republicans that makes
it clear why only she can be President.
3) Go on offense on emails.

I don't think there's anything in this memo you haven't seen before, but
maybe you'll find it a helpful distillation of our discussions on the first
two issues.

I'll also do more thinking on "theory of the case."

Dan