Kerry won tonight on verbal ability, smoothness, and attacks.
Bush won on warmth, humor and articulating values.
In the end, it comes down to the closing, which I'll cover at the end.
Behavior
Behavior is critical in these debates. "What you do speaks so loud I can't hear what you say," as Emerson would put it. Both did well.
Kerry still looks dour, and likability is so important in establishing trust that he suffers here. But he smiled often, and was consistent in good energy and poise. He looks presidential, and that has been most important for him.
Bush was equal to his second debate in energy level, which was a triumph since he is not as good behind podiums and he is better interacting with people. He did make some nervous laugh retorts, as with his "Sure hope it's not the Administration that caused that."
Slight lean to Kerry here, but considering the lower expectations on Bush, it's a draw.
Reaction shots
We all are fascinated with the reaction shots, and justifiably so. How the candidates react gives the measure of how they stand up to pressure and attack.
Both did o.k. -- not great.
No smirks or childish laughters or eye brow raises, but Kerry often had his tight lipped grin-and-bear-it look on, and Bush had his head tilted up, a bit aloof and posed. No smirks though.
Draw here too.
Issues
Outsourcing, flu vaccines, taxes, education, same sex marriage, health insurance, prescriptions from Canada, Social Security, abortion, the draft, assault weapons, affirmative action, polarized America.
We were inundated with charges and counter charges for the most part -- we got a sense of the differences, but not a clear delineation.
I personally felt more frustrated by both of these men who would seek to be the next President for the next four years -- Couldn't they be above the fray?
Draw.
Facts
We'll have to listen to the fact checkers but it seemed that Kerry put out a lot of facts that smacked of political rhetoric.
Bush was defensive, but then he's the incumbent with the record to defend.
We'll see what the fact checkers say.
Faith
Bush was at his strongest in his straightforward answer to his faith -- "It plays a big part in my life." -- and then going on to say that people of any faith are "equally American."
Humor
Bush had the advantage -- particularly with his response to the question of what he learned in being married to a strong woman.
"I learned to listen a lot," he said.
Kerry did well in his follow up too as he said he "married up." This was funny since he married a billionaire, but not all positive as people are reminded of this as perhaps a negative.
Best Lines
Bush with "You're record is such that you make Ted Kennedy the conservative Senator in Massachusetts."
Kerry with "I'm tired of politicians who talk about family values without valuing the family."
Lost Opportunities
Bush never articulated the fact that he was saddled with the economic results of the high tech stock market boom excess of the Clinton years that busted just as he took office.
He mentions that he led us out of the shortest recession ever, but he doesn't connect the dots.
Kerry never cast a vision with the specifics of what a fresh approach could do to a country saddled with a turbulent economy, political division and an unpopular war.
Closing
Bush finally cast a vision -- a picturesque vision.
Recalling a painting by Tom Lee that hangs in his home, and has a vivid picture of both the sunrise and the sunset, he said that he focuses on the sunrise, the day that is coming, not the day that is gone.
He struck a resonance here, and was as eloquent as he has ever been.
Is it too little too late however?
Bottom line
The polls might give an edge to Kerry because he is the better "intellectual" debater.
But people vote on emotion, and justify with fact.
In the end, the lean in this debate, largely because of the closing and President Bush's sincerity on the faith and marriage issues, give the emotional edge to Bush.
In a narrow call -- Bush wins.
Decker has coached business leaders like Charles Schwab, political leaders like Nancy Pelosi, athletes like Olympians Bonnie Blair and Tom Dolan, and 49ers All-Pro Brent Jones.
Don't forget to vote on Tuesday, November 2nd for America's Commander in Chief.
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Kerry vs. Bush, Round III
Leadership Communications expert, Bert Decker has over fifty years experience in coaching, teaching, and communications. 
