In politics, no matter your role or experience level, you’re in the business of persuasion. Everyone’s a pitchman—or woman—whether you’re rallying voters on the trail, strategizing behind the scenes, or crunching numbers in the data trenches. And few understand how to sell a message better than James Carville.

At our Southern Regional Conference in New Orleans, the AAPC Hall of Fame inductee didn’t hold back—he rarely does. In a conversation that spanned everything from AI to Alabama football, Carville delivered a masterclass in political messaging, blending hard truths with wild anecdotes, all wrapped in his signature mix of irreverence and insight.

Here’s what consultants should take away:

Cut the Moral Superiority—Win Instead

Carville lit into (in his view) Democrats’ tendency to chase moral high ground over power: “There’s been an element of the Democratic Party that just wanted to feel morally superior... That’s how you come up with this jacka** identity politics.” The takeaway for consultants on any side of the aisle–build coalitions around real, kitchen-table issues.

Inspiration Still Matters

In a media-saturated era, charisma cuts through. On the Dem side, Carville asserted that “We haven’t had an inspirational candidate since 2012… People want someone they’d charge a hill with.” Translation: your candidate needs to feel like a leader. Build the narrative around that energy—not just the issues.

Campaigns Are Family (Dysfunctional, Maybe—But Family)

Carville got nostalgic about the grind: “The relationships you make in campaigns are the most lasting… you drink, eat, make out with the same people.” It’s a brutal business—but the highs are unmatched. If you’re in it, you’re in it for the war and the weirdness.

His bottom line: adapt, be honest, and never forget —“There’s nothing more powerful on Earth than a reason.”