One of the most common mistakes candidates make is to waste their money on ads or other campaign materials without a message. The power of a research-based message that is credible and that matches the political demand of the target audience is, however, often underestimated. The key is to have a winning campaign plan, an appealing message, and enough money to communicate and implement it. Money, however abundant, is not doing anything by itself. Or do you remember any tagline or ad from the presidential campaigns of Michael Bloomberg or Tom Steyer? They blew millions just three years ago.