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. When we are happy, we are not [rational]. In fact, in more cases than not, when we are rational, we're actually unhappy. Emotion is good; passion is good. Being into what we're into, provided that it's a healthy pursuit, it's a good thing.
Frank LuntzThe visual is important. "Let's get to work" says let's get it done, and that's what they want.
Frank LuntzThe public wants to know why or why not. They don't want to know how you're going to do it.
Frank LuntzYou cannot lie ever, because a lie destroys the credibility of the product, and credibility is more important than anything. Credibility's even more important than clarity.
Frank Luntz