I think Romney is in a really tough spot (why he put himself there reveals something disturbing, if you ask me):
His church is central to his life. Being a Bishop in the Mormon church is a rather distinguished position – akin to being a Reverend in a Christian faith. He will have to downplay this greatly.
In his private sector experience, he was beholden to the shareholders – and we all know who holds our bonds. How can he run on that experience?
In his public sector experience, his single most significant legislative accomplishment was Romneycare – an achievement highly regarded in MA, but one that he has since disavowed. He certainly won’t want to bring up where MA was after he finished compared to when he started, in terms of either employment or goods produced, because he left them significantly worse off in both regards.
In his personal life he has accumulated vast wealth, and he would prefer we not know how he did this – hence the extremely sketchy tax returns on a very limited period. He has made it clear that he will not be releasing anything more.
He certainly can’t come at PBO for being “elitist,” given that he went to Harvard, too, and got twice as many degrees there.
I doubt he’ll want to place too much focus on the family history of running for public office – look how well it turned out for us last time we indulged the family dynasty thing.
That leaves him with “All American Guy with Good Family Values.”
Which, of course, we already have in the White House.