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When you make a strong – even outrageous – statement attacking the opposition, DON’T BACK DOWN. It doesn’t matter whether you were wrong to say it, whether you’re saying something totally reprehensible or not. If you actually apologize you look like a weakling, and even a whiff of weakness is deadly. Jeez, it’s like Rove is putting on a seminar titled “How We Keep Winning Even Though We Screw Everything Up.”