The second principle of effective reform is to have insurance choices so varied and responsive to individual needs that you could fire your insurance company if you wanted to.

CNN: McCain's October 11, 2007, speech on health care

Kate McIver, of the Pain Research Institute at Liverpool University, said work done there on helping amputees create mental images of pain-free limbs - which operated on the same basic principle as the US research - had also proved effective.

BBC: NEWS | Health | Massage illusion helps amputees

And he went on to talk about a concrete vote the Senate will take in the next few weeks on the so-called Buffett Rule, his principle, named after Warren Buffett, built around the idea that a billionaire should not pay a lower effective tax rate on his income than his secretary.

WHITEHOUSE: Press Briefing