In his interview w Jordan Peterson, Rustad speaks to this: 1:08 mark:
"I'm a firm believer that politics is not so much about policy, although policy obviously drives everything that results from politics, but if I talk to people and give a speech more often than not most people won't remember much of what I've said - yeah they might latch on to a few little ideas or things that they've touched into - but what they get from it is is a feeling."