The main difference between us and them is that we believe we're all in it together. They believe it's every man for himself. This has natural conclusions, e.g. we're for health care for all; they see it as a commodity. We see that we must protect the environment so that future generations can live; they see it as a source of regulation and an impediment to business. Etc.
What wins elections is character (perceived) not issues. Statements of broad positions and beliefs create those perceptions.