You cannot lie ever, because a lie destroys the credibility of the product, and credibility is more important than anything. Credibility's even more important than clarity.
Frank LuntzThere are people still in the Republican Party that I believe practice the communication of anger, of disappointment, of regret, of pain, of sorrow, of suffering. That's not what the American people want to hear.
Frank LuntzWhat matters most in politics is personality. It's not issues; it's not image. It's who you are and what you represent.
Frank Luntz