2. See Something, Say Something

Lesson two: see something, say something. When unscripted moments flare up in a campaign, voters want to see candidates who can show some spontaneity. They want to know that their nominees can live without their talking points—that the lights are on and somebody's home.

Chris Matthews dissects the most memorable campaign turning points with Peggy Noonan, a Reagan speechwriter, and Jon Allen, a political analyst at NBC News.