Nobody wants to hear about process. They want to hear about results. They want to be inspired. They want to aspire to something. And so often in our communication, we will explain why - sorry, we will explain how but not why.

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.

While it is important to trash the governor, it should be done in the context of regret, sadness and balance.

When I wrote "Win," it only took about eight months, but eight months of sheer pain and suffering because every phrase that's in there - and there are about 130 specific linguistic recommendations - I had to test every one to make sure that it worked.

It applies even more to politicians because they are living, breathing embodiments of the language that they use. And it's why how you start the conversation, and how you end it, matters so much.

People want to be inspired. They want to aspire to something. ... You can have the best product, the best service, the best argument in a debate. But without the effective words you still lose. In the end you need good principles and good language if you are to succeed.

There are people still in the Republican Party that I believe practice the communication of anger, of disappointment, of regret, of pain, of sorrow, of suffering. That's not what the American people want to hear.