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

Republicans use think tanks to come up with a lot of their messages. The think tanks are the single worst, most undisciplined example of communication I've ever seen.

When you're selling a product or service, you don't have - it doesn't have to be absolutely perfect, although I've provided language that is. When you're a politician, one wrong word changes the entire - changes the meaning of something.

While it is important to trash the governor, it should be done in the context of regret, sadness and balance.

That's the kind of visual that you're trying to attract - something that in some way or another, connects you to what's happening there in a realistic way.

"Which side are you on" asks a question. That's one of the most powerful, persuasive ways to make a case, to say something, to advertise something or to communicate it. Don't make a statement. Ask a question.

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.