My father was a dentist, and I always thought that he was one of the 10. It's an interesting way to personalize and humanize, which is one of the most important aspects of communication.

There 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.

The visual is important. "Let's get to work" says let's get it done, and that's what they want.

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.

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

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

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.