At its core, good language strategy finds language that motivates people to take action. It's how business is done and how elections are won. But voters find themselves increasingly focused on more and more issues, and what we like to call "wedge" issues aren't wedges anymore — they're make or break issues. In the 2018 election cycle, political messages hinged on the single issue of healthcare. Lee and Michael are joined by Partner Ben Feller to uncover the three main themes that are defining this midterm cycle. And why the message that resonates in each of these themes is usually from the party or candidates playing offense rather than defense.