The 2020 elections demonstrated, once again, that you can have all the money in the world and still not win. There are many factors that influence the outcome of an election, and while having enough money to bring your message to all of your potential voters is certainly key, the nature of your messaging and the overarching strategy behind it is equally as important as its proliferation. John Rowley is the founder of Counterpoint Messaging, a company focused on political and advocacy campaigns at the local, state, and national levels. He has worked on over 500 campaigns in 47 states, and those campaigns have a winning record of 91%. John joins the Money in Politics podcast to discuss how campaigns should be thinking about their messaging in an era of increasingly crowded candidate fields and media landscapes.