Jeb Bush launched a Republican presidential bid months in the making today with a vow to get Washington "out of the business of causing problems" and to stay true to his beliefs - easier said than done in a crowded primary contest where his conservative credentials will be sharply challenged.
"I will campaign as I would serve, going everywhere, speaking to everyone, keeping my word, facing the issues without flinching," Mr Bush said in his prepared remarks, opening his campaign at a rally near his south Florida home at Miami Dade College, where the institution's large and diverse student body symbolises the nation he seeks to lead.
The former Florida governor, whose wife is Mexican-born, was addressing the packed college arena in English and Spanish, an unusual twist for a political speech aimed at a national audience.
"In any language," Mr Bush said, "my message will be an optimistic one because I am certain that we can make the decades just ahead in America the greatest time ever to be alive in this world."
"We will take Washington - the static capital of this dynamic country - out of the business of causing problems," Mr Bush said, adding: "I will take nothing and no one for granted. I will run with heart. I will run to win."
Mr Bush enters a 2016 Republican contest that will test both his vision of conservatism and his ability to distance himself from family.
Former secretary of state Hillary Clinton holds a commanding lead in the Democratic race, setting up the possibility of another Bush-Clinton presidential race after her husband Bill Clinton defeated incumbent President George H.W. Bush in 1992.
Neither his father, former president George H.W. Bush, nor his brother, former president George W. Bush, attended today's announcement.
The family was represented instead by Jeb Bush's mother and former first lady, Barbara Bush, who once said that the country did not need yet another Bush as president, and by his son George P. Bush, recently elected Texas land commissioner.
Before the event, the Bush campaign came out with a new logo - Jeb! - that conspicuously leaves out the Bush surname.
Mr Bush joins the race in progress in some ways in a commanding position, in part because of his family connections.
He has probably raised a record amount of money to support his candidacy, allowing him to make a deep run into the Republican primaries. But on other measures, early public opinion polls among them, he has yet to break out.
While unquestionably one of the top-tier candidates in the Republican race, he is also only one of several in a large Republican field that does not have a true front-runner.
Mr Bush is one of 11 major Republicans in the hunt for the nomination. Wisconsin Governor Scott Walker and Ohio Governor John Kasich are among those still deciding whether to join a field that could end up just shy of 20.
In the past six months, Mr Bush has made clear he will remain committed to his core beliefs in the campaign to come - even if his positions on immigration and education standards are deeply unpopular among the conservative base of the party that plays an outsized role in Republican primaries.
Mark Meckler, a leader of the ultraconservative tea party movement, said today that Mr Bush's positions on education and immigration are "a non-starter with many conservatives".
Yet a defiant Mr Bush has showed little willingness to placate his party's right wing.
Instead, he aimed his message today at the broader swath of the electorate that will ultimately decide the November 2016 general election. Minority voters, in particular, have fuelled Democratic victories in the last two presidential elections.
Mr Bush has made minority outreach a priority since he began exploring a possible bid in December.
In a video for the event, showing women, minorities and a disabled child, Mr Bush says "the most vulnerable in our society should be in the front of the line and not the back". This calls for "new leadership that takes conservative principles and applies them so that people can rise up."
One of Mr Bush's Republican rivals, Kentucky senator Rand Paul, said today there's "Bush-Clinton fatigue" in America.
"I think some people have had enough Bushes and enough Clintons," Mr Paul said.
After touring four early-voting states, Mr Bush quickly launches a private fundraising tour with stops in at least 11 cities before the end of the month.
Two events alone - a reception at Union Station in Washington on Friday and a breakfast the following week on Seventh Avenue in New York - will account for almost two million US dollars in new campaign cash, according to invitations that list more than 75 already committed donors.