The long-term economic plan - if David Cameron's said it once, he's said it a thousand times.
And if he has his way, he'll say it a thousand times more. Maybe in the Prime Minister's speech to conference.
So what other key words and phrases might he use in his address to the Tory gathering in Birmingham?
:: Labour's Great Recession
Laying the blame for the economic crash at Labour's door has been a constant feature of this Parliament.
Even Labour strategists admit this has been effective and damaging. So no reason for David Cameron to abandon a successful strategy.
:: We're all in this together
A favourite slogan of the early years of this Government, does the Prime Minister still believe it?
:: Hard-working taxpayers
Hard-working families; hard-working people... this year it seems it's hard-working taxpayers that is in vogue. I'm not sure why.
:: Purring
Self-deprecation is a favourite politician's tool, but making light of his recent right Royal indiscretion might be a step too far for the PM.
:: Global race
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Gallery: Tory Party Conference: In Pictures
The Conservative Party Conference draws to a close. So here are some highlights
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David Cameron delivers his keynote address, pledging tax cuts for millions of families
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Boris Johnson addressed delegates with a brick - and cracked a joke about the "purring" at David Cameron's expense
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But of course Boris and Dave are close - as they proved with this touching stroll together
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It was not Mr Cameron but Ed Miliband who was the butt of most jokes. The best one was the one about him forgetting to mention the deficit in his keynote address to the Labour Party Conference last week
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It shifted some merchandise like this hilarious beer
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George Osborne started it in his speech during which he invited voters to choose Dave, choose the Conservatives and choose the future
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But it did make him sound like Renton from Trainspotting. Everyone thought so
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Nigel Farage was the spectre at the feast. Four defections to UKIP - one MP, a donor and two others since the conference kicked off
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The PM prepared for his big speech by asking delegates what they thought of him by posting message boards around the conference in Birmingham
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And spent some time with Samantha, his wife
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He posed for selfies with delegates
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And did not miss a hard hat, high vis opportunity
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He was photographed memorising the chapter on the deficit... in glasses and Union flag cufflinks...
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as he prepared for the crowds in the main hall
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Still, the Conservatives concluded that what Britain needs is an iron lady
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And here's Home Secretary Theresa May
Another Cameron slogan that has been done to death and then some.
Journalists groan when he brings it up, though the Prime Minister's enthusiasm for this clunky metaphor shows no sign of waning.
:: Big society
A slogan that used to be central to the Cameron brand, now it has been airbrushed from history.
:: Mark Reckless
It might be that the Prime Minister is too grand to demean himself with a personal assault on his erstwhile colleague.
But Tories are enjoying taking potshots at UKIP leader Nigel Farage's newest recruit and a bit of rabble-rousing could lift the hall.
:: Ed Miliband forgetting the deficit
You can be sure David Cameron won't let the Labour leader forget his error last week.
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