When 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.

Anything that causes you to doubt, to raise either objections or just concerns about it - and they always put the information right at the bottom of the screen so you can't really read it - every time you see a company do that, the ad becomes less effective. The communication becomes less effective.

The fundamental problem for Republicans when it comes to the environment is that whatever you say is viewed through the prism of suspicion.

Writing a book is the most difficult, anxiety-prone aspect of my life because the words that I put on paper are very serious to me.

It's not what you say, it's what people hear.

If you're fighting against a minimum wage increase, you're fighting an uphill battle, because most Americans, even most Republicans, are okay with raising the minimum wage.

The problem is people become so angry. And they become so vicious.