he called it "the individual mandate" >> jonathan gruber says, "if you don't do the mandate, you'll cover x amount of people for x amount of cost. if you do do the mandate, you will cover this many more people, and it will be cheaper." >> narrator: the mandate was an idea first proposed by the conservative heritage foundation. >> this is a very conservative idea. "let's put the onus on individuals, responsibility." i think he felt strongly the moral case for the mandate. my job was just to see if the numbers added up, and i think he was excited they did. >> bain management consultant says, "this is a no-brainier. you have to do the mandate. it is cheaper per person and everyone gets covered." >> his political people were actually opposed. i mean, basically the meeting largely consisted of him arguing with his political advisors. his political advisors were saying, "we don't think this is such a smart thing to do." and romney is saying, "no, check this out. i can do this. isn't this neat? i can make this work." >> narrator: now romney, the ceo, had to work with the hostile democrats in the