For too long, I’ve walked into focus group after focus group and heard thoughtful voters tell me that they view the Republican Party as uncaring, focused on keeping the rich richer and the poor poorer. I know this is light-years away from why I chose to join the Republican Party. Perhaps most eloquently articulated in Arthur Brooks’ The Conservative Heart, the moral case for conservatism and markets as an incredible vehicle for lifting people out of poverty is a powerful one.

I also believe that Ryan’s message is one that could go a long way to repairing the Republican Party’s fortunes with key voter groups. Many Republicans joined the party because they love the Constitution, believe in federalism or want to cut spending, among other reasons. But lots of voters including middle-class voters, might be with the GOP if they thought Republicans cared about people like them and others who are deserving of help.

As I learned in recent research on young voters, rolled out last week, most young voters have never heard a Republican talk the way Speaker Ryan talks about these issues. Their initial reaction was, of course, skepticism, wondering “is he for real?” But by making this a cornerstone initiative rather than talking-point fluff, Ryan has an opportunity to start driving the point home to new voter groups that even if all the budget-cutting doesn’t get you excited, caring for your fellow man sure might.