Steve Schmidt!
As revealed in an October 2008 New York Times Magazine article about the McCain campaign, details after the jump.
After that first brief meeting, Davis [Fred, McCain's creative director] remained in discreet but frequent contact with Palin and her staff — gathering tapes of speeches and interviews, as he was doing with all potential vice-presidential candidates. One tape in particular struck Davis as arresting: an interview with Palin and Gov. Janet Napolitano, the Arizona Democrat, on “The Charlie Rose Show” that was shown in October 2007. Reviewing the tape, it didn’t concern Davis that Palin seemed out of her depth on health-care issues or that, when asked to name her favorite candidate among the Republican field, she said, “I’m undecided.” What he liked was how she stuck to her pet issues — energy independence and ethics reform — and thereby refused to let Rose manage the interview. This was the case throughout all of the Palin footage. Consistency. Confidence. And . . . well, look at her. A friend had said to Davis: “The way you pick a vice president is, you get a frame of Time magazine, and you put the pictures of the people in that frame. You look at who fits that frame best — that’s your V. P.”
Schmidt, to whom Davis quietly supplied the Palin footage, agreed. Neither man apparently saw her lack of familiarity with major national or international issues as a serious liability. Instead, well before McCain made his selection, his chief strategist and his campaign manager both concluded that Sarah Palin would be the most dynamic pick. Despite McInturff’s encouraging new numbers, it remained their conviction that in this ominous election cycle, a Republican presidential candidate could not afford to play it safe. Picking Palin would upend the chessboard; it was a maverick type of move. McCain, the former Navy pilot, loved that sort of thing. Then again, he also loved familiarity — the swashbuckling camaraderie with his longtime staff members, the P.O.W. band of brothers who frequently rode the bus and popped up at his campaign events, the Sedona ranch where he unwound and grilled wagonloads of meat. By contrast, McCain had barely met Palin.
It is hilarious to read what they were saying about Palin then and what they are saying now.
Victory has a thousand fathers, failure is an orphan.