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.

Most voters would rather have their purse or wallet stolen than be audited by the IRS.

What the people now respond - and the goal of those ads is to merely get the name of the medication into the minds of the consumers so that they will ask their doctor about it. That's the whole goal.

FedEx is another company that's passionate. When it absolutely, positively has to get there is such a great, aspirational phrase. And FedEx used it for almost a decade to communicate the passion of delivering a package. The more passionate you are, the more successful you are.

You need good principles and good language if you are to succeed.

We are so divided, and we recognize that we're divided, that we're looking for ways to come together.

The public wants to know why or why not. They don't want to know how you're going to do it.