The fundamental problem for Republicans when it comes to the environment is that whatever you say is viewed through the prism of suspicion.

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.

With all due respect to UPS - it's a fine company - nobody cares about logistics. They care about that package arriving at their home, at their office, when it is supposed to and in the condition it's supposed to. FedEx is a much better communicator than UPS.

The perfect opening is the word imagine, because imagine allows you to communicate in the eyes and the vision of the listener rather than yours. And the best illustration of that is "1984." Room 101 in "1984" - everyone's read it, and we all have our own imagination of what that looks like.

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.

The most successful people in American life are those that have had horrific failures and have come back, done it again and again until they got it right, whether it's Steve Jobs or Bill Gates or Warren Buffet.

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.