Bill Clinton was effective because he had that personal relationship, that this was a guy who had tremendous curiosity, which is another one of the key attributes. And he had the ability - his mind was - his mind and his heart were very well-connected. And so he genuinely empathized.
Frank LuntzYou 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 LuntzThe public wants to know why or why not. They don't want to know how you're going to do it.
Frank LuntzIt'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.
Frank Luntz