Marketing is what gets you noticed, and that side of it something - this side of it, if you like, doing interviews - is the side of it that I least enjoy, and yet is 50% of the project.
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There is probably a perverse pride in my administration... that we were going to do the right thing, even if short-term it was unpopular. And I think anybody who's occupied this office has to remember that success is determined by an intersection in policy and politics and that you can't be neglecting of marketing and P.R. and public opinion.