The public wants to know why or why not. They don't want to know how you're going to do it.

Republicans use think tanks to come up with a lot of their messages. The think tanks are the single worst, most undisciplined example of communication I've ever seen.

People want to be inspired. They want to aspire to something. ... You can have the best product, the best service, the best argument in a debate. But without the effective words you still lose. In the end you need good principles and good language if you are to succeed.

I would not have used the phrase "I'm selling you" because even though that's exactly what you're doing, when you tell people you're doing it - or worse yet, when you tell people "I'm not here to sell you anything," they automatically assume that that's exactly what you are here to do.

The fundamental problem for Republicans when it comes to the environment is that whatever you say is viewed through the prism of suspicion.

It applies even more to politicians because they are living, breathing embodiments of the language that they use. And it's why how you start the conversation, and how you end it, matters so much.

It's something that people who read my materials have asked me in the past. If you don't have principles - the last chapter of the book ["Win"] is all about winning with principles. It's all about applying words to good things, good people, good efforts. Without that inherent accuracy, then even the best words will still fail.