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

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.

It's all emotion. But there's nothing wrong with emotion. When we are in love, we are not rational; we are emotional. When we are on vacation, we are not rational; we are emotional.

Most voters would rather have their purse or wallet stolen than be audited by the IRS.

I've done reasonably well over the last 10 years because I took the strategy of language and politics and applied it to the corporate world, which has never been done before.

Believe in better is one of the most powerful words you can use in the business community.

What matters most in politics is personality. It's not issues; it's not image. It's who you are and what you represent.