I've done reasonably well over the last 10 years because I took the strategy of language and politics and applied it to the corporate world, which has never been done before.

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

Republicans use think tanks to come up with a lot of their messages. The think tanks are the single worst, most undisciplined example of communication I've ever seen.

I 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.

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

Nothing guarantees more applause and more support than the call to abolish the IRS.

Some people call it global warming; some people call it climate change. What is the difference?