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

What the people now respond - and the goal of those ads is to merely get the name of the medication into the minds of the consumers so that they will ask their doctor about it. That's the whole goal.

Nothing's going to stop you or deter you or cause you to give up. Pursuit, because nobody actually expects it to happen. They want you to be continuous in your efforts. And perfection because there's just nothing better.

There are people who will be wanting to apply "Win" to their own, personal life. If you remember only one thing, and I'm going to do it right here, right now because I just happened to come to it, that phrase - if you remember only one thing - there are 125 specific language recommendations in "Win" that can make a difference in your day-to-day lives.

The Old Spice ads - women love it. The guys find it annoying. It always causes a great conversation. And it makes it more fun. You know, we've been testing those visuals to see what attracts attention.

"Which side are you on" asks a question. That's one of the most powerful, persuasive ways to make a case, to say something, to advertise something or to communicate it. Don't make a statement. Ask a question.

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.