Apparently, this time, the word is "optimism," not "compassion"

Humble and compassionate

Years ago, an obscure religious cult bought a little fame with a series of folksy TV celebrity-hosted spots about "words from unity."  Each PSA style piece featured a new word for positive living.

The Bushes like to use ironic buzzwords to promote their negative political cult.  W. used "compassionate" to convince just enough moderate and independent voters that he was not the dim, uncreative neocon tool he turned out to be.

JEB! appears to favor the word, "optimism."  JEB! and "optimism" are getting a lot of linked press these days, both from gullible liberals, and neocon Bush boosters.

WaPo, E. J. Dionne: Jeb Bush’s optimism school

Jennifer Rubin: Jeb Bush and a vote for optimism

Jeb Bush's joyful and optimistic campaign