BYRON YORK: Jeb stresses compassion, ‘showing his heart’ in campaign rollout.

But to a number of Republican strategists, some associated with other presidential campaigns and some not, the video shows a GOP politician ignoring the challenge of winning his own party’s primaries before running a general election campaign. In addition, the video stresses Bush’s goodness so heavily that the strategists wonder whether even a positive attribute, like compassion, can be overdone. And finally, the video raises the question of whether an appeal to women voters can be taken so far that it gives a campaign ad an almost feminized quality.

Well, to be fair, that’s what’s selling this year. In 2016? Who knows? On the other hand, he’s trying to avoid Romney’s mistakes:

In a visit to May New Hampshire last month, Bush suggested that Romney’s problem was that he did not stress his own compassion and generosity before offering his campaign’s platforms. Romney “was a successful, loving, caring, generous man — and he never showed it,” Bush said. Voters, Bush continued, try to figure out whether a candidate understands their concerns before they consider the candidate’s programs: “Does he care about me? Do you like him? Does he have a sense of humor? Does he understand the fight I’m in? There’s some really basic questions you have to get to first before you get to the five-point plan to help people out.”

Of course, if you want to do better than Romney, you should take my advice. And really should have taken it two years ago.