We will be far more effective as communicators when we acknowledge our mistakes, and then we try to make them up.

This book [ "Win"] is based on the interviews with three dozen Fortune 400 - or Forbes 400, the richest people, and a couple dozen of the top CEOs.I wanted to know what language they use to be successful, and I wanted to know the attributes that could then be applied to the average individual.

Apple has a passion to deliver the most amazing, innovative - and, in fact, I got criticized because in "Win," there are at least 10 references to what Steve Jobs has done, and Apple's done, in that my editor said it's too much. But Apple is a passionate company.

If you just heard 90 percent of dentists recommend something, it's too statistical. Nine out of 10 says: Well, it's just virtually everyone. It leads you to think of that joke about the one dentist. But so much of communication.

It has to be simple, but then you deliver them a principle: The simple truth is, as a matter of principle, we cannot spend more than we take in. Something - that changes the tone of the debate.

The most successful people in American life are those that have had horrific failures and have come back, done it again and again until they got it right, whether it's Steve Jobs or Bill Gates or Warren Buffet.

Richard Nixon will always go down as a failure because of one stupid, moral - and that goes back to that last chapter, on principles.