Preserving parks and open spaces is a winner because it doesn't need to be explained to everyday Americans.

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.

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.

Your words have power. Find words that unite. Find words that unify.

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

The adjectives that are in the book ["Win"] - passion, persuasion, persistence, perfection, prioritization, being people-centered - none of them are as important as principles. Without principles, the language will fail.

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.