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If the second Bush presidency has a governing ideology, it isn't the populist conservatism that emboldened Republicans from Ronald Reagan to Newt Gingrich with the potent message, "Get the government off my back".
Two newspapers in Virginia this week rejected a bid by the National Rifle Association to package their daily editions in plastic bags with the potent message, "Vote for Freedom … Defeat Obama".
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But the book's eerie finale delivers the most potent message, showing that in any community the "responsibility of every intelligent person is to pay attention to the obvious".
The most potent message – unsurprisingly, in a world where the majority of us have lost a friend or family member to The Big C – was "Drinking less reduces your risk of seven types of cancer".
The strategist pointed to a Pelosi interview last week as an example of the far from potent message: The leader said the party's immigration platform if it wins the House would focus on providing legal status to younger immigrants, known as "Dreamers," who entered the country illegally as children.
In a treacherous political environment where cutting spending is the more potent message and earmarks can count as a black mark, serving on the House or Senate committee that doles out federal dollars can bring more punishment than prestige.
During the campaign, she conveyed the simple but potent message that the time had come for democracy.
By so strenuously encompassing diversity within his administration, Bush is further reinforcing what proved the Republicans' most potent message during the election: that he and they stand for America, that indeed they are America, while the Democrats are a party of sectional interests and half-baked elitists.
The remarkable -- and potent -- message of the Tunisian and Egyptian uprisings was that young people, on their own, without anyone's help, managed to march themselves free of authoritarianism.
We were also brought up on the idea of conflict and forgiveness, the ruined shell of our cathedral in the town centre a potent message of the devastation of war, the words "Father forgive" etched above the altar a reminder of the power of peace.
Two African Americans going head-to-head for the biggest prize in the sport sent a potent message that the glass ceiling had finally been shattered.
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com