" If a politician can come across as likable—as nice, genuine, and friendly—she’s won most of her votes already. That initial appraisal will spread and elevate all other appraisals. Gaffes will be forgiven. "

― David McRaney , You Are Now Less Dumb: How to Conquer Mob Mentality, How to Buy Happiness, and All the Other Ways to Outsmart Yourself