Eighty percent of our life is emotion, and only 20 percent is intellect. I am much more interested in how you feel than how you think. I can change how you think, but how you feel is something deeper and stronger, and it's something that's inside you.

It's not what you say, it's what people hear.

The principles behind explaining and educating the product or the elected official is similar, even though the actual execution of it is very, very different.

A compelling story, even if factually inaccurate, can be more emotionally compelling than a dry recitation of the truth.

Rick Scott used let's get to work to say: All these politicians talk; it's time to do. Everybody else talks about the problem; it's time to find the solution.

If you just heard 90 percent of dentists recommend something, it's too statistical. Nine out of 10 says: Well, it's just virtually everyone. It leads you to think of that joke about the one dentist. But so much of communication.

The most powerful visual in America today is actually the Statue of Liberty.