"Win" is about the specific use of specific words to connect you to your employer or employees, politicians to voters - and frankly, to help people win debates, have discussions, and improve the level of communication.
Frank LuntzThe 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?
Frank LuntzWhen I wrote "Win," it only took about eight months, but eight months of sheer pain and suffering because every phrase that's in there - and there are about 130 specific linguistic recommendations - I had to test every one to make sure that it worked.
Frank Luntz