Whether or not you liked George W. Bush, there was no doubt about what position he was going to take, and that's what endeared him to a significant segment of American society.

Eighty percent of our life is emotion, and only 20 percent is intellect. I am much more interested in how you feel than how you think. I can change how you think, but how you feel is something deeper and stronger, and it's something that's inside you.

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.

Whether or not you liked George W. Bush, there was no doubt about what position he was going to take, and that's what endeared him to a significant segment of American society.

There are people still in the Republican Party that I believe practice the communication of anger, of disappointment, of regret, of pain, of sorrow, of suffering. That's not what the American people want to hear.

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.

There are certain aspects, and there are - there are 15 attributes of winners and winning slogans. "Which side are you on" sounds divisive, that you're on one side or the other, at a time when we actually want universality. We want unanimity.