"He needs to indicate he believes that his direction will best protect the American public, would promote the economy, job growth, prosperity," Kraft said.
Kraft says that'll involve showing a clear contrast between his vision and that of his opponents. Contrast to attract an important minority of voters.
"Obama and Romney need to appeal that two, three, four-percent of the electorate that says 'I don't know. I could go either way.' He's got to make sure they go his way," Kraft said.
And that can be a tricky sell with Main Street voters.
"My two primary concerns would be for our children for the future and the senior citizens for the health care programs that have been cut," said Cynthia Nething of Oconto Falls.
"I'm disappointed in the economy and also with the unemployment that we have. I think it could have bee different had he followed what he said he would do," said Jean Fogelberg of Oconto Falls.
Local 5's Terry Kovarik has the story.