It’s time to admit the Romney campaign is an incompetent one. It’s not big, it’s not brave, it’s not thoughtfully tackling great issues. It’s always been too small for the moment. All the activists, party supporters and big donors should be pushing for change. People want to focus on who at the top is least constructive and most responsible. Fine, but Mitt Romney is no puppet: He chooses who to listen to. An intervention is in order. “Mitt, this isn’t working.”

Romney is known to be loyal. He sticks with you when you’re going through a hard time, he rides it down with you. That’s a real personal quality, a virtue. My old boss Reagan was a little colder. The night before he won the crucial 1980 New Hampshire primary—the night before he won it—he fired his campaign manager, John Sears. Reagan thought he wasn’t cutting it, so he was gone. The economist Martin Anderson once called Reagan genially ruthless, and he was. But then it wasn’t about John Sears’s feelings or Ronald Reagan’s feelings, it was about America. You can be pretty tough when it’s about America…

But the logic of Romney’s fundraising has seemed, for some time, slightly crazy. He’s raising money so he can pile it in at the end, with ads. But at the end will they make much difference? Obama is said to have used a lot of his money early on, to paint a portrait of Romney as Thurston Howell III, as David Brooks put it. That was a gamble on Obama’s part: spend it now, pull ahead in the battlegrounds, once we pull ahead more money will come in because money follows winners, not losers…

Wake this election up. Wade into the crowd, wade into the fray, hold a hell of a rally in an American city—don’t they count anymore? A big, dense city with skyscrapers like canyons, crowds and placards, and yelling. All of our campaigning now is in bland suburbs and tired hustings. How about: New York, New York, the city so nice they named it twice? You say the state’s not in play? It’s New York. Our media lives here, they’ll make it big. How about downtown Brooklyn, full of new Americans? Guys—make it look like there’s an election going on. Because there is.

Be serious and fight.