Holding them up as something to be proud of, not something to be attacked for.
The name references comments made by former President Bill Clinton when Obama starting attacking Romny's business success, when Clinton told CNN "I don't think that we ought to get into the position where we say 'This is bad work. This is good work. The man who has been governor and had a sterling business career crosses the qualification threshold."
Testimonials on the Romney's "Sterling Business Career" site include; Former Staples Executive Ed Albertian, Former Staples Executive Jim MacDonald, Steel Dynamics Co-Founder Keith Busse, Alliance Laundry Executives Bruce Rounds, Bob Baudhuin, And Scott Gaster, Former Brookstone CEO Michael Anthony, Former Wesley Jessen Employee Ray Fernandez, GoCom CEO Ric Gorman, Former GT Bicycles CEO Mike Haynes, Former Bain & Company Consulting Employees Janice Aughe And Kathy Iannaco.
(See video testimonials HERE)
From the site:
Building Businesses, Creating Jobs
Governor Romney's time at Bain Capital was spent fixing struggling businesses and giving new businesses a shot at success. From 1984, when Romney co-founded the firm, to February 1999 when he left to lead the Olympics, Romney helped save thousands of jobs at companies that were in trouble. And the businesses Romney helped start while at Bain Capital employ more than 100,000 people today.
Since Bain Capital's founding, the company has had a remarkable record of success, especially considering that it largely invests with struggling or startup enterprises. Eighty percent of Bain Capital's portfolio companies have increased revenues, and only five percent of the companies under its control have filed for bankruptcy. Romney's work not only helped to save and create jobs, it also provided returns to investors, the majority of which were pension funds for retirees, university endowments helping with financial aid, and charities serving their local communities.
This experience helped Romney fix a scandal-plagued and debt-ridden Olympics in 2002 and to fix a budget shortfall in Massachusetts. He knows how to provide strong leadership in challenging times, and he will bring that experience with him to the White House to fix America's broken economy and to create jobs for the millions of Americans who are out of work.
The Obama campaign's attacks on business and free enterprise aren't just false; they explain why we aren't creating jobs. They reveal what this President really thinks about free enterprise. This is the most anti-business President in memory, and the results are clear: 23 million Americans are struggling for work, and unemployment has been above eight percent for 42 straight months. It's time to make a change to someone who understands the private sector and can get America working again.
Romney spokeswoman Amanda Henneberg tells The Hill in an email:
This is a part of the story of success and renewal that the American people will see tonight at the convention, and it is a part of the success that President Obama has been falsely attacking in hopes of keeping his job.
Barack Obama failed to define Mitt Romney despite million upon millions spent attempting to do so and now it is Mitt Romney's turn to tell America who he is, what he has done, what he plans to do and how he plans to do it and why he believes he is uniquely qualified to accomplish those goals.
[Update] Pew Research finds that the top four words people use to describe Mitt Romney, in order are "honest, Business/Businessman, Rich and good."
This is after the tens of millions Obama spent to try to define him.