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 public wants to know why or why not. They don't want to know how you're going to do it.

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

Nothing guarantees more applause and more support than the call to abolish the IRS.

The most powerful call to action of anything that we've ever tested: Let's get to work.I didnt create that phrase. It came from Rick Scott, the current governor of Florida.

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

I had nothing to do with death panels. I thought it was a horrible phrase about end of life. I didn't think it was accurate, and I was - I've always been opposed to it. The reason why I stood behind that phrase "death tax" for so many years is because the only time that you could pay that tax, the only time, is on the death of a relative. And that's what makes it a death tax. You have to be accurate.