"What matters most in politics is personality. It's not issues; it's not image. It's who you are and what you represent"

This quote by Frank Luntz recommends that in politics, the most crucial factor is the character of the political leader. It is not the problems they represent, nor the image they project, but rather the specific themselves and what they represent. This implies that the public is most likely to vote for a politician based upon their character and values, rather than their policies. It suggests that the general public is most likely to rely on a politician who is sincere and authentic, instead of one who is just trying to win votes by making guarantees they might not have the ability to keep. Ultimately, this quote suggests that in politics, the most essential element is the character of the individual, which the general public will be more likely to elect somebody they can trust.