It's all emotion. But there's nothing wrong with emotion. When we are in love, we are not rational; we are emotional. When we are on vacation, we are not rational; we are emotional.

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.

The Republicans are mad at Donald Trump, and the Democrats are mad at Hillary Clinton. And the Bernie Sanders people are mad at everybody. When has that ever happened?

I've done reasonably well over the last 10 years because I took the strategy of language and politics and applied it to the corporate world, which has never been done before.

Rick Scott used let's get to work to say: All these politicians talk; it's time to do. Everybody else talks about the problem; it's time to find the solution.

You need good principles and good language if you are to succeed.

A compelling story, even if factually inaccurate, can be more emotionally compelling than a dry recitation of the truth.