"Throughout the 2008 cycle, Romney often appeared to approach the business of politics too much like a business — outmaneuvering opponents with positioning and polish when it was human factors like empathy and approachability that made up voters' minds. … He was dogged in delivering the political prose but struggled with the poetry. When people left his events, some campaign veterans will now admit, too often he had not closed the deal."
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Here's the really interesting nugget: the Time article makes almost no mention about his LDS religious affiliation.