Their political clientele was mostly Republicans of the 1940s and 1950s, including Governor Earl Warren, Governor Goodwin Knight, and Dwight Eisenhower's California Presidential campaign. Though Whitaker and Baxter ostensibly helped all those who approached their firm, in practice they were committed to small-government conservatism and forestalling or rolling back the New Deal. One of their most influential campaigns was helping the American Medical Association fight off the national health insurance plans of Franklin Roosevelt and Harry Truman. Though unmentioned in the film, much of the archival anti-national health care propaganda seen in Michael Moore's Sicko, including Ronald Reagan's phonograph speech on how national health care is the first step towards socialism, was produced in 1949 under the direction of Whitaker and Baxter. Whitaker and Baxter directed and framed messages to the public in a completely new way. They understood the average American voter to be most receptive to simple, repetitive, and easy-to-read messages. They simplified issues relevant to the campaign at hand and disseminated their message through mass media outlets. One of their main principles was, "Never explain anything", because the more details provided to the public make support far more difficult to receive. Precepts Whitaker and Baxter developed several precepts to justify their tactics with Campaigns, Inc. They included adages such as: "Never wage a campaign defensively! The only successful defense is a spectacular, hard-hitting, crushing offensive. You can't wage a defensive campaign and win." "Attempt to create actual news instead of merely sending out publicity." "More Americans like corn than caviar." "The average American doesn't want to be educated; he doesn't want to improve his mind; he doesn't even want to work, consciously, at being a good citizen. [But] most every American likes to be entertained. He likes the movies; he likes the mysteries; he likes the fireworks and parades…so if you can't fight, put on a show!" "The more you have to explain, the more difficult it is to win support." Tactics Unlike the parties of the day, Whitaker and Baxter could and insisted on emphasizing pace, control, and rhythm in a campaign.They did not trust enthusiastic local volunteers to run an effective campaign, and thus made judgments for themselves on how to allocate resources, relying also on their employed Field Men to check up on district offices. They were not above dirty tricks, as seen in their work for the 1934 re-election campaign of Governor Frank