The second most important attribute of winners, after understanding the human dimension, is knowing what questions to ask, the rhetorical nature.

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

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 Tucson speech [of Barack Obama] was brilliant, and I'm so angry at Republicans for jumping on him because you have to give credit. Part of being successful is to give credit to people who you may not disagree with when they do well.

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

I have seen how effective language attached to policies that are mainstream and delivered by people who are passionate and effective can change the course of history.