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

It's all emotion. But there's nothing wrong with emotion. When we are in love, we are not rational; we are emotional. When we are on vacation, we are not rational; we are emotional. When we are happy, we are not [rational]. In fact, in more cases than not, when we are rational, we're actually unhappy. Emotion is good; passion is good. Being into what we're into, provided that it's a healthy pursuit, it's a good thing.

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.

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.

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

Richard Nixon's career certainly ended in failure but someone who won an election with 60 percent of the vote, won 49 out of 50 states, that makes his -up to that point - incredibly successful. The idea of winning 49 states, incredible.

Richard Nixon will always go down as a failure because of one stupid, moral - and that goes back to that last chapter, on principles.