When President McKinley was assassinated in 1901, Vice President Teddy Roosevelt took over. He had the reputation of being a war hero, a governer of NY, and a reformer. He worked to regulate businesses and conservation. He was most famous for his "Square Deal" which reflected his progressive ideas. In 1904, this deal consisted of fairness for businesses, better working conditions, and improved public health. He became popular with the Progressive Platform along with the majority of the nation.