The public wants to know why or why not. They don't want to know how you're going to do it.
Frank LuntzThe best advertising and the best communication when it comes to business is that which makes you smile, that which makes you think, that which makes you ponder.
Frank LuntzThe ability to connect and communicate is one of the most powerful, and you cannot find anyone who has been truly successful in life that doesn't have that ability because you've got to motivate, and you've got to -frankly, you have to influence.
Frank LuntzThere are about 50 or 60 recommendations [in "Win"] for how to communicate, not just the words themselves. All of them had to be tested. And in this short amount of time, it's just very time-consuming and very stressful to ensure that you get it right.
Frank LuntzRichard Nixon will always go down as a failure because of one stupid, moral - and that goes back to that last chapter, on principles.
Frank LuntzI do a lot of work in travel and tourism, and I think this story is in the book. This woman is in a hammock, and she's got the beach below her and the sky above her, and the ocean beyond her. She's relaxing. She's got a drink in her hand and a book. Every woman sees this picture and says, I want to be in that hammock. Every guy sees the picture and says, I want to be in that hammock with that woman. It works for everybody.
Frank Luntz